Google’s Gemini Teams with Gap as OpenAI Shifts ChatGPT Shopping Strategy
Key Points
- Google’s Gemini AI now partners with Gap Inc. to enable in‑chat purchases of Gap, Old Navy, Banana Republic, and Athleta products.
- Transactions through Gemini use Google Pay and the Universal Commerce Protocol for streamlined checkout.
- Walmart and Target have also allowed purchases via Gemini, showing broader retailer adoption.
- OpenAI is discontinuing ChatGPT’s built‑in checkout feature after disappointing sales.
- OpenAI will collaborate with retailers to launch dedicated apps within ChatGPT.
- The new ChatGPT update adds side‑by‑side visual product comparisons and richer pricing, review, and feature data.
- OpenAI reports faster response times, higher relevance, and expanded product coverage across all user tiers.
Google has expanded its Gemini AI assistant into retail by partnering with Gap Inc., allowing users to browse and purchase items from Gap’s brands directly within the chatbot using Google Pay and the Universal Commerce Protocol. At the same time, OpenAI is stepping back from its built-in checkout feature in ChatGPT, focusing instead on improving product displays, side‑by‑side comparisons, and overall relevance. The move reflects a broader trend of retailers and AI developers experimenting with conversational commerce while reassessing what shopping experiences resonate with users.
Google Expands Gemini Shopping Partnerships
Google is extending the reach of its Gemini AI assistant into the retail sector through a new partnership with Gap Inc. The collaboration enables Gemini to suggest and purchase clothing from Gap’s portfolio of brands, including Gap, Old Navy, Banana Republic, and Athleta. Shoppers can complete transactions without leaving the chat interface, using Google Pay for checkout. The integration relies on Google’s Universal Commerce Protocol, a standard designed to simplify AI‑driven purchases across participating retailers.
Other major retailers such as Walmart and Target have already allowed users to buy through Gemini, indicating a growing ecosystem of conversational commerce options.
OpenAI Refines ChatGPT Shopping Experience
OpenAI is moving away from the built‑in checkout feature it recently launched in ChatGPT. Instead, the company plans to work with retailers to embed their own apps inside the chat environment. This shift follows reports that sales through the built‑in checkout have been disappointing.
OpenAI’s new focus is on enhancing how products appear in ChatGPT. The update introduces side‑by‑side visual comparisons of items, along with pricing, reviews, and feature details. The company also reports improvements in speed, relevance, and product coverage. These enhancements are being rolled out to all ChatGPT users, including free, Go, Plus, and Pro tiers.
Both Google and OpenAI are testing the limits of AI‑driven shopping, with each taking a different approach: Google is deepening its integration with retailers through a standardized checkout protocol, while OpenAI is emphasizing richer product information and retailer‑specific app experiences.