Commerce and marketing experts are focusing less on OpenAI’s Instant Checkout implications for advertising and more on its impact on agentic commerce and AI-driven product discovery. As AI chatbots emerge as new platforms for product searches, marketers liken this shift to early SEO days, with brands seeking visibility in an AI-centric landscape. Reportedly, 68% of global shoppers have utilized AI tools like ChatGPT for shopping, yet ad spending has not yet adapted to this trend. Marketers express skepticism about the effectiveness of Instant Checkout, citing limited merchants and unclear data insights. There’s uncertainty about how AI tools will rank products and influence consumer behavior. Experts emphasize the importance of a robust online brand presence to succeed in AI commerce. While interest in agentic AI is rising, there are concerns about potential project cancellations in the coming years, illustrating a cautious optimism amid rapid technological evolution.
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