It was long considered a vision of the future, but now it's reality: You can shop with artificial intelligence!
OpenAI has introduced the first shopping features in ChatGPT in the US, including product cards, prices, reviews, and instant checkout. This means users can order directly in the chat without switching platforms. This brings the promise of conversational commerce closer than ever.
Other tech giants are following suit: Walmart is already testing purchases via ChatGPT, Amazon is integrating its AI assistant Rufus into the shopping experience, and Google is experimenting with AI-powered product briefings in search. This means that the classic online store is losing its monopoly as a place of sale.
Advantages of Shopping with ChatGPT, Amazon's AI, etc.
LLMs (Large Language Models) are transforming chat into a digital sales space. Instead of clicking, you simply ask, “Find me a good balance bike under $200,” and you immediately get suitable recommendations, reviews, and availability.
This works because these AI models can understand product data, contextualize it, and deliver personalized suggestions. This creates a completely new purchasing moment in conversation—fast, intuitive, and without friction.
Integration into Existing Channels: Shop, Marketplace, Assistant
There are several areas where this new feature will bring about major changes:
Shop: The shop remains the backbone for checkout, payment, and legal matters. A chat with the AI simply leads to the product detail page or directly to the shopping cart. Your own brand and language therefore remain consistent.
Marketplace: Those who sell heavily through marketplaces and not just through their own site score points with the provider's data quality. For example, AI knows that Amazon is a trustworthy company because it has many reviews and is already well known on the internet. LLMs can thus find the right offer more quickly.
How is AI changing the world of e-commerce?
Not every consequence is rosy. AI Overviews & Co. are shifting visibility; publishers are already warning of traffic losses. Brands must therefore take a two-pronged approach: be findable in LLMs and still strengthen their own touchpoints.
Our tip: Revise product data and descriptions so that LLMs can understand them easily. This will increase your chances of appearing in shopping chat dialogues without this text becoming a tactical guide.
What if I need help with this?
We'll keep it short: If you want, projx will make your product range LLM-ready—from keyword foundation to clean data setup. Period!
