OpenAI Instant Checkout: The New AI Commerce?

OpenAI has introduced Instant Checkout, an in-app shopping feature, marking a potential move into advertising despite claims to the contrary. Commerce and marketing experts are focused on what this signals for agentic commerce, product discovery, and zero-click search. Six marketers shared their insights with Digiday. Product discovery is shifting away from traditional search engines and marketplaces, moving towards AI-powered conversations.

AI chatbots are anticipated to become the next area for brand awareness efforts. According to Martin Kristiseter, CEO of Digital Remedy, it's becoming like Google and SEO all over again. The question is how to ensure your brand appears. The release of OpenAI’s Instant Checkout – which enables users to search, shop, and make purchases within ChatGPT – was expected, especially with an increasing number of shoppers initiating their online searches using AI chatbots.

A VML report indicates that 68% of global shoppers have used AI tools such as ChatGPT for shopping. Other large language models provide similar options, such as Perplexity’s Buy with Pro and Microsoft Copilot’s Merchant program. However, ad spending hasn't yet changed in response to these tools, according to agency executives. The fear of missing out on AI is stronger than expectations of actual growth. According to Mike Feldman, svp of commerce at Flywheel, it’s interesting and clients are already asking questions. He added that, like much of AI, there is potential for disruption, but it remains to be seen.

Instant Checkout is still new. It has limited merchants and a difficult user experience. According to two marketing executives who spoke with Digiday, it's unclear how much insight merchants and agencies will have into areas such as product listing rankings and brand sentiment. OpenAI stated that data sharing is minimal, with only the information needed to complete an order being shared with the merchant.

AIO and GEO: The New Race

Marketers are questioning how AI chatbots rank products for shoppers, what search query data will be available, and if enough consumers will begin their searches with AI chatbots to justify the investment. It's clear that AIO and GEO are becoming a new area of focus, dependent on brands having a strong web presence to be visible in AI chatbots. According to Zubin Mowlavi, evp of commerce at Vayner Media, brands need to consider how ChatGPT views them overall on the web and to ensure ChatGPT recommends their product.

Client Interest in AI Commerce

Four agency executives noted existing client interest in agentic AI and AI commerce, although specific strategies and budgets are still in development. However, agentic AI could be shelved within 12–18 months. Gartner predicts that over 40% of agentic AI projects will be abandoned by the end of 2027. Simon Poulton, evp of innovation and growth at Tinuiti, says that there's curiosity across the board and that many are trying to stay informed. According to Brad Jashinsky, director analyst at Gartner, this is only the beginning of their turnaround journey.