OpenAI Instant Checkout Reshapes Conversational Commerce

OpenAI, a company that has stated it has no plans for advertising, recently laid another foundational stone for what could become a significant ad business. The tech giant has launched Instant Checkout, an in-app shopping feature that allows users to search, shop, and purchase directly within ChatGPT.

While this move might seem like a direct path to advertising, commerce and marketing experts are more focused on its broader implications. They see it as a major signal for the future of agentic commerce, product discovery, and the rise of zero-click searches. The consensus is that product discovery is fundamentally shifting away from traditional search engines and marketplaces toward AI-driven conversations, positioning AI chatbots as the next major battleground for brand awareness.

The New SEO for an AI-Powered World

The launch of this feature has many marketers drawing parallels to the early days of search engines. Martin Kristiseter, CEO of Digital Remedy, remarked, “It’s like Google and SEO all over again. How do you basically trick the system to make sure [your brand] shows up.”

This shift was anticipated, as more consumers begin their shopping journeys with AI chatbots. A recent report from VML found that 68% of shoppers globally have already used AI tools like ChatGPT for shopping. OpenAI isn't alone in this space; other large language models, like Perplexity with its Buy with Pro functionality and Microsoft Copilot’s Merchant program, offer similar features. Despite this trend, agency executives note that ad spend has not yet shifted significantly. For now, the primary driver is a fear of being left behind in the AI revolution rather than an expectation of immediate growth.

“It’s definitely interesting and we are getting client questions about it already,” said Mike Feldman, svp of commerce at Flywheel. He added, “Like much of AI, it’s a bit of a wait and see with lots and lots of potential for disruption.”

Marketers Remain Cautious

Currently, Instant Checkout is in its early stages. Marketing executives point out its limited number of merchants and a clunky user experience as initial hurdles. A major concern revolves around data transparency. OpenAI's announcement stated that “data sharing is minimal — only the information required to complete the order is shared with the merchant.”

This lack of insight leaves marketers with several key questions:

• Should they invest brand or performance budgets to test these new platforms?
• How do AI chatbots decide which products to rank and recommend?
• What data will be available regarding search queries and user intent?
• Will enough consumers adopt AI for shopping to justify the investment?

What is becoming clear is that AI Optimization (AIO) and Generative Engine Optimization (GEO) are the next frontiers. Success will likely depend on a brand's overall web presence. “It’s not a matter of: how do I get set up so that ChatGPT recommends my product... But how does ChatGPT see me as a brand overall on the web,” explained Zubin Mowlavi, evp of commerce at Vayner Media.

The Uncertain Future of AI in Commerce

Agency executives report a growing appetite from clients to explore agentic AI and AI-driven commerce, though concrete budgets and strategies are still being developed. There's also an awareness that the hype could fade. Gartner has predicted that over 40% of agentic AI projects will be canceled by the end of 2027 as the technology moves through the trough of disillusionment.

For now, the industry is in a state of watchful curiosity. As Simon Poulton, evp of innovation and growth at Tinuiti, aptly put it, “Right now, there’s just curiosity across the board. A lot of folks are, frankly, just keeping up with drinking the fire hoses as they’re going.”