Can ChatGPT be the future of retail? OpenAI bets on commerce within AI

OpenAI is expanding ChatGPT's scope beyond conversation: it will now be possible to buy products directly within the app. The novelty, currently in testing in the United States, transforms the chatbot into a point of contact between brands and consumers, offering not only recommendations but also the possibility of completing transactions without leaving the platform.

The initiative reflects a broader trend in the digital market: the fusion of communication and commerce. If messaging apps and artificial intelligences previously functioned solely as intermediaries for answering questions or inspiring choices, they are now consolidating as complete consumption channels. ChatGPT is part of a movement already explored by giants like Meta and TikTok, which also seek to integrate shopping experiences into their users' daily interactions.

The differentiator, however, lies in the format. Instead of digital storefronts or targeted ads, the proposal is to insert commerce into organic dialogues. Users can chat with ChatGPT about gift ideas and, in a few clicks, finalize the purchase of a suggested item — without needing to open other apps or navigate different websites. The experience promises to reduce friction and make the shopping journey more fluid and intuitive.

Behind this bet is a dispute over the future of e-commerce, explains Eduarda Camargo, Chief of Growth Officer ofPortão 3 (P3). “If the internet has already lived through the era of large virtual stores and social networks as sales channels, the next phase may lie in AI assistants. By transforming conversation into a transaction space, OpenAI signals that the consumer of the future will not only seek quick answers but will also resolve practical needs (from planning a trip to buying a product) in a single environment," he states.

Still in its initial phase, the feature will be gradually expanded as new commercial partnerships are established. The strategy positions the intelligent chatbot as an invisible storefront that adapts to the flow of conversation, and raises debates about privacy, competition, and consumption habits. What begins as a test today may, in a short time, redefine how we interact with brands and products in the digital universe.

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