This week, OpenAI launched a new feature inside ChatGPT that could fundamentally reshape ecommerce  and as marketers, we need to take notice.

ChatGPT now allows users to shop directly within the platform, across fashion, beauty, electronics, and homewares. These listings aren’t ads or affiliate-driven they’re powered by structured product data from third-party sources. And importantly, any brand or retailer can apply to have their catalogue included.

It’s subtle, but powerful. And it marks a shift in how consumers start their purchase journey.

I tested it out myself this week. I was on the hunt for a new blender (Sydney Winter means soup season in my kitchen). So, I asked ChatGPT: “What’s a good-quality blender under $300 available for delivery in Sydney?” Within seconds, I was served up a curated list from Appliances Online, The Good Guys, and Myer, complete with pricing, specs, and delivery options.

No ads. No affiliate links. No Google rabbit holes. Just a clean, relevant, and helpful experience  all inside one chat thread.

Why does this matter for Marketers?

Because it signals a profound change: search is becoming conversation. Discovery is no longer confined to a browser or a marketplace. It’s now embedded in dialogue natural language requests where relevance and utility are everything.

For marketing and ecommerce teams, this means:

• Structured product data is your new SEO. If your inventory isn’t accessible by an AI model, it won’t be surfaced in these new shopping journeys.
• AI-native visibility is non-negotiable. The rules of discoverability are shifting fast. Being present in AI environments will be as critical as paid search once was.
• Your brand story must translate into conversation. Shoppers don’t just want specs they want context, reviews, options, and confidence  all delivered in the flow of a chat.

Beyond product listings, Open AI also added WhatsApp integration, improved citations, and autocomplete/trending prompts  all further indications that AI is becoming the default layer between consumer intent and brand engagement.

As marketers, our challenge is to keep up not just with the tools, but with the transformation in behaviour. Customers are starting to expect answers, not links. Relevance, not retargeting. And seamlessness, not steps.

So, here’s my new mantra of the week: Think AI First.
Just like we once made the leap to “think digital-first,” it’s now time to embed AI into how we design, plan, and execute across every touchpoint. This isn’t a bolt-on  it’s a mindset. I suggest you think it all day, everyday. Start with AI, not start with your old norm.

At the Australian Marketing Institute, we’re helping marketers do exactly that developing the future-fit competencies that combine commercial acumen, strategic creativity, and the digital skills to lead in this AI-infused world.

AI for Marketers is my ongoing series unpacking how weekly AI updates are reshaping our profession. Let’s keep learning, adapting  and thinking AI first.

Explore our upcoming AI training courses curated by marketers, for marketers to stay relevant and competitive in your marketing career. Check our training calendar HERE