OpenAI and Instacart are introducing an entirely new shopping experience: customers can search for dinner ideas, create a grocery list, place an order, and complete payment — all within the ChatGPT interface. This update marks a deeper phase in the long-standing collaboration between the two companies; previously, Instacart had already launched a ChatGPT-powered search feature in its own app.
The move is part of OpenAI’s current priority strategy known as “agentic commerce”, which aims to enable AI to conduct research and make purchases on behalf of users. Similar integrations have already been rolled out with platforms such as Booking.com, Canva, Spotify, and Target. AI-assisted online shopping is expected to surge significantly, especially during the holiday season.
There is also an economic angle for OpenAI. The company, which has been struggling to turn a profit due to large operational costs, hopes to increase revenue through the “small commission fees” generated from these transactions. However, it remains uncertain how effective this model will be in covering the company’s substantial expenses.
