ChatGPT gets a function especially for shopping

ChatGPT Search is the part of the AI chatbot that can search the internet. Now this AI search is getting an extension, especially for shopping. This includes being able to find and compare products more easily and buy them directly within the conversation. OpenAI is thus taking another example from Google.

The shopping function also means that ChatGPT makes recommendations – and, as with Google, these are based on the user's personal data. There are visual product details, writes OpenAI in a press release, and prices and ratings for a product appear at a glance, as well as a direct purchase option. OpenAI also says that these are exclusively product results that can be selected independently – “they are not advertisements”. However, this may change over time.

OpenAI versus Google Shopping

As an example, OpenAI shows a search for an espresso machine that should cost less than 200 US dollars. Another requirement entered as a prompt is that the coffee should taste like the coffee in Italy. From a US perspective, this is probably a real rarity. American coffee is usually the same as cloudy filter coffee from a plastic coffee machine. But ChatGPT knows a remedy: there are numerous espresso machines that can produce the authentic taste. You can then have a conversation about this with the chatbot.

Classic portafilter machines are then displayed along with various stores where they can be purchased. There is also a purchase button in one column. So you don't have to open different pages to see the offers, but can select directly where the machine is cheapest. As we do not yet have access to the function when this article is published, we can not yet map the purchase process. OpenAI writes that it is not necessary to leave the conversation.

Initially, the shopping function is limited to certain products: electronics, household goods, beauty, and fashion are the first. Commerce in ChatGPT is still in its infancy and the company is working iteratively in close cooperation with retailers. What this cooperation looks like is unknown.

It is likely to be problematic for some retailers if it is completely unclear when and why their products will or will not be displayed. In addition, not visiting a website to obtain information could also have a negative impact on website operators and retailers. They may not be able to display advertising. Furthermore, they cannot launch any other products or offers that match the product.

It is unclear whether the consumer benefits from this and is shown really good products, as the selection of products currently corresponds to a black box. However, this also applies to a certain extent to Google and its shopping results. After all, Google knows to some extent which parameters make it more likely that retailers will be displayed preferentially. This includes, for example, how well a website is structured, but also how often it is visited. In addition, Google prominently displays products that are sponsored – i.e., for which payment has been made. Even the AI-generated answers only appear much further down in the Google search than paid product ads. Of course, a user's personal data also plays an important role here, as it is partly responsible for the selection of results. This applies to both Google and OpenAI.

OpenAI and Google versus comparison portals

The new shopping function also poses competition for websites with product tests and comparison portals. ChatGPT takes the information from these, but may not display the websites at all, instead only offering a direct path to the sales website.

Years ago, Google was fined billions by the ECJ because its price comparison service was given preference over other portals in searches. This is taking advantage of its dominant market position. The price comparison service Idealo has a pending lawsuit before the Berlin Regional Court.

(emw)