ChatGPT becomes a product seller: what is the impact for marketers?

Generative AI has completely overhauled the marketing landscape over the past year. And the next revolution is already lined up: ChatGPT is becoming a direct sales channel with shop suggestions within the platform itself. Those who haven’t hopped on the AI train yet had better pick up the pace, because the potential is enormous.

How will it work?

The latest announcement from OpenAI is very concrete: users will soon see specific products appearing in the output of their prompts. Shop suggestions and c arousels will be directly visible in the search results. Including prices, product photos, purchase options and even reviews.

Shoppingfunctie in ChatGPT — Example of the shopping feature in ChatGPT

Fewer steps, faster conversion

The big game changer is that ChatGPT will now take the initiative to suggest products itself. Until now, the chance of a user landing on your website or product was relatively small, unless through an accidental (source) mention in the search results.

That is now changing completely:

The conversion flow via ChatGPT becomes shorter and more targeted

The chance of drop-offs is reduced

This significantly increases conversion potential

Traditional sales channels such as webshops, social media platforms, and Google Ads will now receive a powerful boost. Provided you handle it correctly, that is.

Which companies definitely need to get moving?

For certain types of companies and sectors, this ChatGPT update represents a prime opportunity to gain an (extra) lead over competitors:

Webshops and e-commerce companies that can present their range quickly and attractively;

Retail brands looking to invest in omnichannel visibility;

Products with strong visual appeal: fashion, electronics, home & deco, cosmetics, …

Innovative companies looking to expand their distribution without being exclusively dependent on classic platforms like Google or Amazon.

How do you ensure your brand stands out?

Theory is one thing, but how do you handle this in practice as a marketer?

Strong visuals and easily discoverable data will be more decisive than ever: ChatGPT must be able to optimally find and read your visuals, prices, product descriptions, availability, etc.;
Frequency becomes of secondary importance: it’s not about who places the most ads, but who responds fastest and smartest to the new logic that wins the customer’s attention.
By also providing relevant and distinctive content around your product or brand, you increase the chances of appearing among the product suggestions.

First promising results: +25% CTR

In the United States, initial tests have already shown impressive results. Brands that optimized their offerings for AI interfaces saw their click-through rate increase by as much as 25% thanks to the shorter conversion funnel.

Claim your spot on the AI shop shelf

Anyone who knows us knows that we settle for nothing less than outstanding marketing results for our clients. With the rollout of this new ChatGPT functionality, we have an extra tool to make this happen.

Our marketing experts are already all over it. Would you like to brainstorm with us on how we can leverage this ChatGPT update to your maximum advantage? We would be delighted to invite you over. When would suit you?