As Google collaborates with more companies for Gemini-enhanced checkouts, OpenAI aims to refine how ChatGPT displays the products you’re interested in buying.
The AI-driven shopping competition intensifies as Google and OpenAI introduce new features to enhance your purchasing experience with their chatbots. Google is now partnering with Gap Inc to enable its Gemini AI assistant to purchase clothing from any Gap-owned stores, including Old Navy, Banana Republic, and Athleta, while OpenAI debuted an improved shopping interface in ChatGPT.
Thanks to Google’s recent collaboration, you may see items from Gap’s brands when seeking shopping advice from Gemini, with the option to buy the item directly within the chatbot. Like Walmart and Target, which also enable purchases via Gemini, Gap will utilize Google’s Universal Commerce Protocol (UCP) — a standard designed to facilitate purchases through AI assistants on participating retail sites. According to CNBC, customers using Gemini will complete their purchases using Google Pay, with Gap managing the shipping.
AI-assisted shopping is gaining traction as retailers explore innovative product discovery methods beyond search engines. However, questions persist about consumer willingness to shop this way as OpenAI recently confirmed it is moving away from a built-in checkout feature it introduced in ChatGPT months prior. Instead, OpenAI plans to collaborate with retailers on launching dedicated apps within ChatGPT, as reported by The Information and CNBC. A Walmart executive informed Wired that sales using ChatGPT’s checkout feature “have been disappointing.”
Focusing on enhancing product presentation in ChatGPT, OpenAI announced the chatbot will now allow users to visually compare products side-by-side, including pricing, reviews, and features. OpenAI also claims enhancements in “speed, relevance, and product coverage,” providing more current information through ChatGPT. This update is available to ChatGPT free, Go, Plus, and Pro users this week.