Microsoft-backed (MSFT) OpenAI (OPENAI) is at least temporarily pulling back from its efforts to promote e-commerce purchases directly within the ChatGPT app, according to The Information.
This marks a stark departure from the shopping feature OpenAI introduced last September, which allowed ChatGPT users to purchase directly from certain companies, such as Etsy (ETSY) and Shopify (SHOP), without leaving the app.
Now, instead of making purchases directly from product listings within ChatGPT, checkout will occur in apps that plug into ChatGPT, the report said.
“We’re evolving how we approach commerce in ChatGPT to better meet merchants and users where they are,” said an OpenAI spokesperson, according to the report. “Instant Checkout is moving to Apps, where purchases can happen more seamlessly. We appreciate our partners for learning with us and look forward to sharing more as we continue building in this area.”
Apparently, chatbot shopping on a large scale has presented challenges. For example, merchant details such as pricing and availability need to be constantly updated within the chatbot, the report said. What’s more, safeguards against fraudulent or erroneous purchases also become more complicated within an AI framework.
Harley Finkelstein, president of Shopify, said earlier this week that the holdup in expanded AI shopping was mainly due to AI companies needing to hammer out the details, the report said.