ChatGPT and Gemini Compete to Become Your Go-To AI Shopping Assistant

The competition in AI-driven shopping is intensifying as Google and OpenAI unveil new features designed to enhance your buying experience through their chatbots. Google has partnered with Gap Inc., enabling its Gemini AI assistant to handle clothing purchases from brands like Gap, Old Navy, Banana Republic, and Athleta. Meanwhile, OpenAI has introduced an upgraded shopping interface in ChatGPT.

With this new collaboration, when you ask Gemini for shopping recommendations, you might see options from Gap’s brands, complete with the ability to buy items directly within the chatbot. Similar to Walmart and Target, which also facilitate purchases through Gemini, Gap will utilize Google’s Universal Commerce Protocol (UCP) to streamline transactions on participating retailers’ sites. According to reports, customers making purchases through Gemini will use Google Pay for checkout, while Gap manages the shipping.

AI-assisted shopping is gaining traction as retailers seek innovative ways for consumers to discover products beyond traditional search engines. However, there are lingering doubts about consumer interest in this shopping method. OpenAI recently announced it would discontinue a built-in checkout feature in ChatGPT that was launched just months ago. Instead, the company plans to collaborate with retailers to create their own apps within ChatGPT. A Walmart executive noted that sales through the built-in checkout feature have been underwhelming.

As OpenAI shifts its focus to enhancing product visibility in ChatGPT, it has revealed that the chatbot will now enable users to visually compare products side-by-side, showcasing pricing, reviews, and features. The company also claims to have improved the “speed, relevance, and product coverage” in ChatGPT, allowing it to provide more current information. This update is being rolled out to ChatGPT users across free, Go, Plus, and Pro tiers this week.