ChatGPT and shopping: a new era for e-commerce and product content?
The evolution of ChatGPT towards e-commerce functionalities
ChatGPT and OpenAI’s Large Language Models (LLMs) are evolving to integrate more deeply into user journeys, including shopping paths. The announcement of “Shopping” features within ChatGPT, potentially allowing users to search for products, compare, and even initiate transactions, marks a significant step. This opens prospects and challenges for brands regarding how their product content is presented via AI.
How could shopping via ChatGPT work?
Several scenarios: conversational product search, AI-assisted comparison, personalized recommendations, integration with e-commerce platforms via API, on-the-fly product content generation. This trend is visible with Google’s AI Overviews or Perplexity’s conversational experiences.
Challenges for brands: visibility and quality of product information
If consumers adopt “conversational shopping,” several challenges arise: product visibility (how to be recommended?), data quality and accuracy (a PIM becomes critical), content richness (descriptions, DAM images…), brand consistency in AI presentation, and message control.
Brandeploy: preparing your product content for the era of AI shopping
Businesses must ensure their product information is ready for these AI systems. Brandeploy, a Creative Automation platform, plays a key role:
- Upstream product content structuring: Connected to PIM and DAM, Brandeploy helps structure product sheet components to make them “AI-ready.”
- Optimized variation creation: Generate via intelligent templates the text and visual formats AIs like ChatGPT might need.
- Brand consistency guarantee.
- Validation workflows: Validate information and assets before exposure to shopping AIs.
Conclusion: AI-assisted shopping is a fundamental trend. To leverage it, brands must master their product information (PIM), assets (DAM), and their assembly into content. Brandeploy provides orchestration and automated creation to prepare this content, making it ready to effectively feed new AI shopping interfaces and ensure an “on-brand” customer experience. Other models like Claude 3.7 or Gemma 3 are also evolving rapidly.
Is your product content ready for AI shopping?
Anticipate the evolution of shopping journeys. Ensure your product sheets are structured, complete, and consistent to be effectively used by shopping AIs. Discover how Brandeploy helps you prepare your content. Request a demo.
