OpenAI announced Tuesday the expansion of its Agentic Commerce Protocol (ACP) to facilitate easier product discovery after its Instant Checkout feature was shuttered.

ChatGPT AI can now generate product comparisons, compile reviews and include images in searches to assist with purchasing decisions.

In a sample query, the chatbot is shown to respond to an image-based request for a shirt based with direct store links, pricing and product specification. Previously, the interface suggested brands, but did not provide direct links to product pages.

OpenAI stated the update aims to bring “higher-intent shoppers” to merchant sites while reducing the time required for product comparisons. In the long-term, the company intends to expand ACP to serve as a “connective layer” between merchants and users, providing a foundation for “broader AI-native commerce experiences” including further personalisation, local availability checks and ETAs when ordering.

The launch follows the likely shuttering of OpenAI’s Instant Checkout feature earlier this month following low merchant adoption. The feature, partnered with Etsy and Shopify, allowed users to make purchases from participating storefronts without leaving the ChatGPT interface. Data indicated that while users utilised the bot for product research, few completed transactions through the tool, and individual seller sign-ups remained low.

Both initiatives represent OpenAI’s efforts to monetise a platform that serves over 400 million weekly users, the majority of whom utilise the free tier. Despite this high volume of engagement, the company has not yet achieved profitability.

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