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ChatGPT is quickly becoming the first choice for product research, and it might soon be handling the payments as well, if Google doesn’t get there first. But for merchants, this means potential risks to business models as they lose control of the customer experience, might see their brands damaged by malfunctioning agents, and face mostly unknown security and financial risks. “This moment feels a lot like the early days of ecommerce,” says Mike Edmonds, VP of agentic commerce at PayPal. A Boston Consulting Group survey released in January, shows that 43% of consumers are already using gen AI tools to research brands or products, or get shopping recommendations.