OpenAI is evolving AI-powered search to go beyond just links and into personalized discovery, especially in commerce. ChatGPT’s new features around shopping range from product recommendations and beauty routines to travel suggestions. These advancements signal a growing shift: AI is becoming a personal shopping assistant, not just a question-answering tool.
What’s Changing?
Here’s what these new capabilities mean:
- Conversational Commerce is Real
Consumers can now ask things like “What’s a good skincare routine for oily skin under $100?” and get curated product recommendations, not just links to websites. That’s a different journey than typing keywords into Google.
- AI-Powered Curation = Less Search, More Discovery
Instead of users browsing 5+ sites, AI surfaces a tight, tailored list of recommendations instantly – pulling from review data, brand websites, influencer content, and more.
- Product Context Is the New SEO
AI models are trained on context. They don’t just look for keywords, they look for fit. For example, instead of ranking a product high because it says “moisturizer,” it might prioritize it based on ingredients, price, and how often it’s recommended for your skin type.
- Visual + Semantic Shopping Is Expanding
Expect AI tools to increasingly integrate images (“show me boots like this”) and user preferences over time making search much more intuitive.
What Does This Mean for Retail & Ecommerce Brands?
Structured Product Data Is Key
If AI is the new storefront, your product feed is the shelf. Brands need:
- Rich, clean metadata (e.g., ingredients, materials, use cases)
- Consistent product naming
- Up-to-date availability and pricing
- Strong visual assets
Content Must Be Contextual + Intent-Based
Optimize product pages and marketing copy to reflect how users search via natural language. For example, say “best lightweight moisturizer for travel” rather than just “face lotion.”
Reviews and UGC Are Critical Inputs
These models pull signals from user sentiment. Make review collection and syndication a top priority — especially for attributes like scent, texture, fit, durability, etc.
Feed the Machine What It Needs
AI will perform better with structured integrations. Tools like Shopify, Google Merchant Center, or even schema markup on-site help feed your catalog into these AI systems.
AI-Assisted Ad Creative + Landing Pages
Consider how AI might change your ad journey. Users may never hit your homepage — instead, they’ll arrive from a personalized AI response. This means landing pages must answer specific queries and be optimized for conversion right away.
Partnerships with AI-Powered Marketplaces
Keep an eye on integrations with platforms that plug into ChatGPT and other AI assistants. For example, Shopify merchants can now appear in ChatGPT via a plug-in. There will be more.
What Should You Do Now?
- Audit your product data, especially descriptions, tags, and reviews.
- Reframe SEO around AI search. Target long-tail, intent-based queries.
- Train your team to think in terms of conversational commerce, not just keywords or paid search.
ChatGPT is changing how people shop from keyword searches to conversation-based discovery. Brands that adapt their content, data, and visibility strategies now will be the ones showing up when customers are ready to buy.
