Hi and welcome back to another edition of our newsletter. This week: Its still the very early innings but OpenAI & Perplexity have made ecommerce a priority. Millions are already coming to them for product recommendations and they are both building the features to serve that demand. More below.

— Kole

Also coming up:

Feature

OpenAI says ChatGPT can now act as a personal shopper

Ask ChatGPT for "best TVs in bright lighting," as the announcement video shows, and you may see a new shopping research option (shown above).

This is where the personal shopper claim comes in. ChatGPT references past conversations with that user and “reviews quality sources” to generate an initial list of recommendations.

Users see one product at a time with two options to guide recommendations: "Not Interested" or "More like this." After working through a series of products, ChatGPT builds a detailed guide.

The recommended products can be bought on retailer websites today. Direct purchasing inside ChatGPT is coming through the Instant Checkout feature for a small fee per transaction.

Perplexity is already there. The company also recently announced a PayPal-powered ‘Instant Buy’ which completes product transactions inside the chat.

OpenAI says millions already use ChatGPT to research products, a channel that didn't exist two years ago.

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More Headlines

📢 Google expands ad placements in AI Mode results

More advertisers are now seeing Search and Shopping ads directly within Google’s AI Mode answers. Previous reports indicated that Google plans to fully roll out these ads in the fourth quarter, expanding beyond the early tests.

💰 U.S. ad spend on creators to hit $37 billion in 2025

The IAB projects a 26% YoY rise in creator spending, which is growing about four times faster than total media budgets. Nearly 48% of surveyed advertisers now see creators as a “must buy,” second only to paid search and social media.

🔍 Pinterest bets its future on search 

CEO Bill Ready says the company is focusing on visual, intent-driven search rather than competing with short-form video platforms. He told Business Insider, “Search is the core of the business,” and Pinterest’s products, ads, and user experience are now built around that strategy.

🚀 TikTok launches Foundry for venture-backed brands

The new program lets venture capital and private equity firms work directly with TikTok’s ad experts to boost their portfolio brands on the platform. Participants get incentives up to $15K in matched ad spend, early access to features, personalized support, and exclusive events.

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You’re caught up 
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Written from New York, United States