Microsoft (MSFT)-backed OpenAI is scaling back plans to allow users to buy products directly inside ChatGPT, shifting instead to purchases through third-party apps connected to the chatbot, The Information reported Thursday.
The company had earlier planned to let users complete purchases directly from product listings inside ChatGPT. Now, shoppers will be redirected to retailer apps or websites to complete transactions, an OpenAI spokesperson told the publication.
The change comes after the company saw that users often research products in ChatGPT but rarely complete purchases there, a person familiar with the project told the publication.
OpenAI had previously partnered with companies including Shopify, Etsy, and Stripe to support in-chat purchases. However, only a small number of merchants had begun selling products through the feature, the report added.
Under the new approach, purchases will take place through apps integrated with ChatGPT, such as those from Instacart, Target, Expedia Group, and Booking Holdings, it said.
OpenAI did not immediately respond to MT Newswires' request for comment.
(Market Chatter news is derived from conversations with market professionals globally. This information is believed to be from reliable sources but may include rumor and speculation. Accuracy is not guaranteed.)
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