ChatGPT is reshaping transactional search: shopping revolution or algorithmic trap?

OpenAI has just unveiled a new feature that could radically transform the e-commerce landscape: conversational transactional search within ChatGPT. The idea is as simple as it is disruptive: allowing users to search for, compare, and choose products directly through ChatGPT’s interface via natural dialogue, without going through traditional search engines or brand websites.

This development marks a new chapter in digital commerce. But for businesses, it also raises an urgent question: how can brands remain visible and competitive in a buying journey now fully mediated by artificial intelligence?

The promise of seamlessness: a reinvented shopping journey

Imagine a user looking for a new pair of running shoes. Instead of opening Google, typing “men’s running shoes,” scrolling through dozens of sponsored and organic links, and jumping from one brand or comparison site to another, they could simply ask ChatGPT:
“I’m looking for running shoes for regular training, with good cushioning for road use, and a budget of around €120.”

Thanks to its understanding of natural language and access to structured product data, the AI could then suggest a refined selection. The user could continue the conversation with follow-up questions like:
“What’s the difference between these two models?” or “Do they come in blue?”—until a final decision is made.

The entire process of discovery, comparison, and selection would be drastically streamlined, offering an unprecedentedly smooth experience. A compelling promise for today’s overwhelmed consumer, faced with information overload and fragmented user journeys.

The visibility challenge: a new playing field for brands

However, this shift in transactional search creates a massive challenge for brands and e-commerce players. If users stay within the ChatGPT ecosystem for the entire purchase journey—from initial query to final choice—how can brands capture attention, express their identity, and influence decisions?

Historically, SEO and SEA have been the main levers for visibility in search engines, designed to bring users to brand-owned platforms. But with ChatGPT as the new intermediary, the traditional “click” may disappear for many product searches.

This raises pressing questions for brands:

• How does the AI select which products to recommend? On what basis—objective criteria (price, reviews, specs) or potentially subjective ones (partnerships, popularity)?

• What role will brand identity play? If visual immersion and storytelling give way to streamlined dialogue, how can emotional connection be maintained?

• How can a brand stand out? In a summarized AI response, brand uniqueness could be flattened or diluted.

• What will be OpenAI’s business model? Sponsored listings, affiliate commissions, or native “promoted” placements in conversations?

Revolution or algorithmic trap? Welcome to the age of conversational optimization

While this conversational shopping experience promises frictionless convenience for users, it demands a strategic overhaul for brands. This isn’t just a looming threat—it’s a new reality that requires deep conversational optimization.

First, product listings must be enriched and structured so AI can understand and surface them effectively.
Next, brands must invest in building strong online authority, far beyond SEO, to be recognized as credible sources by AI models.

In parallel, new models of collaboration with AI platforms may emerge—perhaps involving paid visibility placements or premium integration into conversational flows.

Most importantly, brands must double down on what makes them truly unique—their irreplaceable value proposition—and find effective ways to express it across channels that remain outside algorithmic control.

Final thought

Tomorrow’s AI assistants won’t just answer product questions—they’ll guide entire shopping journeys. Is your brand ready to have that conversation, at the heart of your customer’s decisions? Let’s talk!