We’ve seen how AI is slowly starting to replace traditional search engines such as Google. To a certain extent, it even replaces features like Google Flights as it can also help you scour the web for cheap flight tickets. Now, it seems that OpenAI might have its sights on Amazon with its new agentic shopping AI feature.
OpenAI launches agentic AI shopping
According to OpenAI’s announcement, it has launched a new agentic AI feature that helps users find and buy products on the web. Right now, the partnership is between OpenAI and Etsy. However, the company says that it will eventually expand to support “over a million” Shopify merchants. This includes Glossier, SKIMS, Spanx, and Vuori.
So, how does this work? This new feature is called Instant Checkout. Users can ask ChatGPT for product recommendations, provide a description, and a budget. The agentic AI will then search Etsy for the product and pull up several suggestions. Users can then open those products and buy it all within ChatGPT.
OpenAI says, “Orders, payments, and fulfillment are handled by the merchant using their existing systems. ChatGPT simply acts as the user’s AI agent—securely passing information between user and merchant, just like a digital personal shopper would.”
If this sounds familiar, it is because we’ve seen other similar built-in shopping systems in other platforms such as Instagram and TikTok. The difference here is that this experience is powered by AI.
What is agentic AI?
OpenAI’s new Instant Checkout tool is an example of how the industry is looking to introduce agentic AI into the mix. For those unfamiliar, agentic AI refers to an AI system that can act autonomously to accomplish tasks.
This is different from generative AI, which is what most of us know with tools like ChatGPT. With generative AI, the AI model is a passive player. It only does what you tell it to do. Agentic AI, on the other hand, takes a more proactive approach. For example, if you want to research a topic on the internet and write a report, agentic AI can help by searching for information on the web, analyzing that, and putting a finished report for you.
We’re seeing a rise in popularity in the tech. Companies such as Amazon have set up a group to develop agentic AI. Google is also expanding AI Mode with agentic AI tools as well.
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