🛒 Buy it in ChatGPT: Instant Checkout Announced

Today’s Insights

✦ Meta will use AI interactions for ad targeting
✦ Meta also announced ‘Business AI’ agent
✦ The U.S. approved a TikTok deal
✦ ChatGPT now has checkout
✦ And Threads overtakes X

Feature

Last week, OpenAI turned ChatGPT into a checkout page.

What started as ChatGPT product recommendations earlier this year has quickly evolved into in-chat shopping.

U.S. users can now complete transactions within the regular ChatGPT interface.

When users search for "running shoes under $100," ChatGPT surfaces results with a Buy button that lets them complete checkout without leaving the conversation.

This is ‘Instant Checkout’. And it is rolling out to ChatGPT Free, Plus, and Pro users in the U.S. The feature currently supports single-item purchases from Etsy, with over a million more Shopify merchants coming soon.

How it works

The store accepts or declines the order, processes the payment via their existing provider, and handles fulfillment and customer support as normal.

For a “small fee” ChatGPT just acts like a digital personal shopper, passing information between the user and store. So the merchants will remain in control of the customer relationship and experience.

In the announcement OpenAI told us that ChatGPT is serving 700M+ weekly users. For brands, it's a new sales channel with massive reach. For the platform, it's monetization. For the industry, it's the first major AI commerce infrastructure that could reshape where purchases happen.

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💬 Meta announced ‘Business AI’, an agent to handle customer purchase inquiries

Brands can add Meta’s Agent to their website and their ads on Facebook and Instagram to answer questions and offer recommendations. According to Meta, the agents are trained on brands’ “social posts, ad campaigns, and website”.

📊 Meta will use AI interactions as signals for ad targeting

The company announced it will use text and voice conversations with its AI assistant for ad personalization and content recommendations. The change takes effect December 16, with user notifications coming on October 7. 

✨ OpenAI launches first large-scale ChatGPT brand campaign

The campaign highlights how people use ChatGPT in daily life, from cooking to fitness plans, with observers quick to point out human production.

📱 Trump signs order approving $14B TikTok U.S. deal

Under the deal, Oracle, Silver Lake, and MGX will own about 45% of the new U.S. company, while ByteDance will keep a 19.9% stake. Oracle will also continue overseeing TikTok’s algorithm and security as part of the arrangement.

📈 Threads is outpacing X in global daily mobile users

Data from Similarweb suggests that for the first time, Threads topped X with 130.2M daily active users on mobile devices compared to X’s 130.1M. X remains well ahead in terms of website traffic.

📢 Mastercard has launched ‘Commerce Media Network’

The new platform uses transaction data to deliver targeted offers across retail and digital channels. The launch adds Mastercard to a growing number of companies building retail media networks, an area that eMarketer projects will reach nearly $100 billion in ad spend by 2028.

🤝 Spotify ads can now be placed through Amazon and Yahoo

The new partnerships give advertisers access to Spotify's audio and video inventory via Amazon & Yahoo’s DSPs. Spotify is also expanding Ads Manager with a Smartly partnership that brings AI-powered creative and automation.

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