OpenAI is embedding payment and checkout directly into ChatGPT, enabling transactions to occur entirely inside the generative AI interface. Discovery, evaluation, and conversion will happen through a single prompt without visiting storefronts or brand-owned environments. Commerce is being rewritten as infrastructure, with the model controlling what products are surfaced, ranked, and selected rather than merchants. The AI discoverability interface will act as the engine of visibility, driven by how product data is structured for machine logic, how brand identity is embedded in systems, and how governance aligns those systems. Customer journeys can begin where the model decides rather than on brand-owned surfaces.
OpenAI is embedding payment and checkout directly into ChatGPT, allowing transactions to happen inside the generative AI interface. Discovery, evaluation, and conversion will soon occur through a single prompt. The user never visits a storefront or enters a brand-owned environment. This is not a design update or a new take on embedded finance. It is an infrastructure rewrite. Commerce is being compressed into an interface where the model, not the merchant, controls what is surfaced, ranked, and selected.
The AI discoverability interface will become the engine. This shift forces a new kind of visibility. It is shaped by how product data is structured for machine logic, how brand identity is embedded within systems, and how governance keeps them aligned. Generative AI is no longer only a channel for discovery. This could mark the start of customer journeys that do not begin with the brand or any brand-owned surface. The model decides where the customer starts.
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