OpenAI has rolled out a major upgrade to the shopping experience in ChatGPT, including a more visual way for users to find and compare products.
The tech company has expanded its agentic commerce protocol (ACP), allowing retailers to connect their product categories directly with the AI agent.
For consumers, the upgrade will allow them to visually browse products, upload images for style-matching and compare options side-by-side with pricing and reviews.
OpenAI said the new features were designed to replace the time-consuming process of jumping between browser tabs and reading “best of” lists.
Major retailers in the US, including Target, Sephora, Best Buy and Wayfair, have already signed up to the expanded ACP, while retailers on Shopify have been integrated through Shopify Catalog.
Walmart is going a step further, launching a dedicated in-ChatGPT app that supports account linking, loyalty programmes and Walmart payments.
Walmart EVP for AI acceleration, product and design Daniel Danker said: “By partnering closely with OpenAI, we’ve been able to learn together as we move quickly to shape what agentic commerce can become. Today’s launch brings Walmart directly into the ChatGPT experience, combining leading conversational AI with the decades of retail expertise we’ve built serving customers.”
OpenAI also confirmed it is stepping back from its “instant checkout” feature, saying it lacked the flexibility retailers needed, and will instead focus on product discovery while letting retailers handle their own checkout processes.
The updates are rolling out this week to all ChatGPT users, including free accounts.
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