Your phone buzzes at 6 a.m. It’s ChatGPT: “I see you’re traveling to New York this week. Based on your preferences, I’ve found three restaurants near your hotel. Would you like me to make a reservation?”
You didn’t ask for this. The AI simply knew your plans from scanning your calendar and email and decided to help. Later, you mention to the chatbot needing flowers for your wife’s birthday. Within seconds, beautiful arrangements appear in the chat. You tap one: “Buy now.” Done. The flowers are ordered.
This isn’t science fiction. On Sept. 29, 2025, OpenAI and payment processor Stripe launched the Agentic Commerce Protocol. This technology lets you buy things instantly from Etsy within ChatGPT conversations. ChatGPT users are scheduled to gain access to over 1 million other Shopify merchants, from major household brand names to small shops as well.
As marketing researchers who study how AI affects consumer behavior, we believe we’re seeing the beginning of the biggest shift in how people shop since smartphones arrived. Most people have no idea it’s happening.
OpenAI’s ChatGPT takes on e-commerce with Etsy, Shopify partnership.
From searching to being served
For three decades, the internet has worked the same way: You want something, you Google it, you compare options, you decide, you buy. You’re in control.
That era is ending.
AI shopping assistants are evolving through three phases. First came “on-demand AI.” You ask ChatGPT a question, it answers. That’s where most people are today.
Now we’re entering “ambient AI,” where AI suggests things before you ask. ChatGPT monitors your calendar, reads your emails and offers recommendations without being asked.
Soon comes “autopilot AI,” where AI makes purchases for you with minimal input from you. “Order flowers for my anniversary next week.” ChatGPT checks your calendar, remembers preferences, processes payment and confirms delivery.
Each phase adds convenience but gives you less control.
The manipulation problem
AI’s responses create what researchers call an “advice illusion.” When ChatGPT suggests three hotels, you don’t see them as ads. They feel like recommendations from a knowledgeable friend. But you don’t know whether those hotels paid for placement or whether better options exist that ChatGPT didn’t show you.
Traditional advertising is something most people have learned to recognize and dismiss. But AI recommendations feel objective even when they’re not. With one-tap purchasing, the entire process happens so smoothly that you might not pause to compare options.
OpenAI isn’t alone in this race. In the same month, Google announced its competing protocol, AP2. Microsoft, Amazon and Meta are building similar systems. Whoever wins will be in position to control how billions of people buy things, potentially capturing a percentage of trillions of…
