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Despite concerns over AI’s energy usage, adoption of ChatGPT’s search function has spiked over the last six months. However, until now, it has not been focused on shopping. The Information reported last week that senior Google executive Sissie Hsiao said ChatGPT had drawn away some search queries, but primarily “homework and math”, which aren’t crucial to ad revenue. According to the same report, Hsiao also said “so far [Google] has not seen cannibalisation of commercial queries or [queries with] commercial intent” from ChatGPT. While ChatGPT’s new shopping features aren’t reinventing the wheel, they do condense the various stages of the typical online purchase journey into one, which could lure shoppers away from traditional search engines. As demonstrated to Vogue Business in a briefing, if you ask ChatGPT to recommend a red T-shirt for under £30 to go with your new red sneakers, for example, it will suggest options via image tiles, as well as various retailers to buy the item from on a side bar. From there, you can ask all manner of research questions in the same window, like what are the returns policies of the various stockists, say, or how it fits, based on reviews.Officials Texas Am Aggies Womens Volleyball National Champions Its Always Been Us 2025 Shirt
Increasingly, the “research phase” of the purchase journey is a crucial step for consumers, according to a study Vogue Business and youth culture agency Archrival conducted last year. It found that 70 per cent of Gen Zs and 69 per cent of millennials only trust a brand after carrying out their own research, rather than buying impulsively. Where previously perhaps they’d consult search engines or social media to see product reviews, OpenAI is seeking to streamline the process. The platform will also memorise preferences based on past conversations, to personalise the shopping experience further in future. (Users can update or erase this data in settings, the platform adds.) This feature will not initially be available in the EEA, the UK, Switzerland, Norway, Iceland or Liechtenstein, where privacy laws are stricter.
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