ChatGPT as a Personal Shopper, Now Shopping Smarter!

JAKARTA - The way people shop online can change drastically. OpenAI is now turning ChatGPT into a "visual shopping assistant" that doesn't just search for items, but actually helps users choose wisely.

Instead of encouraging direct transactions, OpenAI has actually withdrawn the Instant Checkout feature and focused on the discovery experience - the most crucial phase before people decide to buy something.

With this approach, ChatGPT is positioned as an AI-based personal shopper that understands the user's needs, preferences, and budget.

This new feature brings a much more visual experience. Users can now upload images to search for similar products, or request a comparison of multiple items at once - complete with prices, features, and reviews in one view.

Behind the scenes, OpenAI is expanding a system called the Agentic Commerce Protocol (ACP), which allows large retailers to plug their product catalogs directly into ChatGPT.

Some of the big names already involved include Walmart, Target, Best Buy, Sephora, and The Home Depot.

The result: recommendations are more relevant, fast, and personal - without having to open dozens of browser tabs.

Interestingly, despite stepping back from the internal checkout system, OpenAI is giving retailers more space to maintain their ecosystems. For example, Walmart is now developing a special experience in ChatGPT, including account integration and loyalty programs.

This strategy shows a new direction: ChatGPT does not want to be a marketplace, but the "brain" behind the shopping decision.

For users, this means one thing: the usually complicated and time-consuming shopping process can turn into a short conversation.

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