For a company that reportedly has no plans to advertise, OpenAI has laid yet another brick in the foundation of what could be an ad business. On Monday, the tech behemoth launched Instant Checkout, an in-app shopping feature.
Ironically, commerce and marketing experts are less interested in what Instant Checkout means for OpenAI’s ad roadmap, and more interested in what it signals about agentic commerce, product discovery and zero-click search, six marketers told Digiday.
Consider it a sign of the times: product discovery is moving from traditional search engines and marketplaces and toward AI-powered conversations. AI chat bots are expected to become the next brand awareness battleground.
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