OpenAI, the company behind the popular ChatGPT, is preparing a strategic move that could redefine the landscape of e-commerce and digital advertising. According to an exclusive from the Financial Times, the company plans to integrate a direct payment system into ChatGPT, charging a commission for each sale made within the platform. So far, ChatGPT has established itself as the go-to conversational artificial intelligence tool, gradually incorporating all kinds of new features. One of the latest, enabled in March for paying users, was the ability to display products and redirect users to online stores via links. ChatGPT thus offered a selection of products it deemed appropriate for the query received, based on other information it had about the user, such as previous conversations (its "memory") or any personalized instructions given, including images, prices, direct links to the purchase website, and reviews. At the time, OpenAI explained that the results displayed would not be advertising or paid ads, and that the company would not receive any commission on purchases. They would simply determine which products to display based on the query. Now, that appears to be about to change, radically. The leap toward integrating a full checkout, without leaving ChatGPT, represents a double-loop somersault that seeks not only to generate new sources of revenue for a company still seeking its path to profitability, but also to position itself as a key player in eCommerce. Sales commissions: ChatGPT's new monetization avenue According to the sources consulted, the proposal is clear: merchants who want to sell their products directly through ChatGPT will pay OpenAI a commission for each transaction. This opens a new avenue for monetization for the company, which until now relied primarily on subscriptions to its premium services. The free version of ChatGPT, used by millions of people around the world, will thus become a potential revenue driver. To facilitate this evolution, OpenAI has signed a partnership with Shopify. With its extensive experience in payment systems and its ability to integrate shopping features into other platforms (as it already does with TikTok Shop), it will be key to this strategy's success. Although not yet specified, it is plausible that with Shopify managing payments, OpenAI's commission could be deducted directly at the time of the transaction, simplifying the process for all parties. Of course, this new scenario raises many questions about the "preferences" AI will display in its results, the potential for disintermediation of traditional advertising agencies, and the future of paid search. OpenAI, which has been restructuring its organization toward a for-profit company, had stated in December that it had "no active plans to pursue advertising." However, recent statements by some of its leaders, such as CFO Sarah Friar, point to a change of plans, toward a future implementation of advertising or, at the very least, affiliate fees for direct sales generated on its platform.

The End of Google's Reign in Product Search? Beyond the business implications for OpenAI, this move represents a direct threat to Google's traditional business model. For years, the Mountain View giant has been the primary gateway for consumers searching for products online, monetizing through advertising and clicks. If users start relying on AI chatbots like ChatGPT to discover and purchase products, traffic flow and, of course, Google's advertising revenue could be seriously affected. But OpenAI's strategy isn't just a monetization plan: it's a vision of the future where AI not only helps you find information, but also accompanies you all the way to the final purchase. If you add to this its new commitment to turning the chatbot into an agent that can do (almost) everything for you, autonomously, including shopping, it's clear that Sam Altman's team is laying the groundwork for a radical change in the rules of the game. For brands, this means understanding how these new channels work and adapting their content strategies to the new paradigm of GEO, generative search engine SEO. You might be interested in: How to Put GEO on Your Side The eCommerce and marketing landscape is constantly evolving, and OpenAI's venture marks a turning point. Will ChatGPT be the next big marketplace, or a complement to existing ones? Only time will tell, but what's undeniable is that the conversation about the future of online shopping just got a lot more interesting. Do you think this ChatGPT integration will radically change the way consumers shop online? How do you think brands should adapt to this new reality?