How ChatGPT is changing grocery shopping
A new function has been added to a popular artificial intelligence chatbot, bringing supermarket shopping directly into conversations. Users can now receive food product recommendations and options to purchase items online through the chatbot interface.
This development is expected to significantly alter how people discover food brands and buy groceries. The new capability allows users asking questions about meals, such as how to prepare a quick, healthy dish, to receive not only suitable recipes but also links to online stores where ingredients can be purchased. A direct button allows users to go straight to the shopping site.
Major UK supermarkets are appearing in the results presented by the chatbot, alongside some smaller and specialist suppliers. Users can refine their search for options that are cheaper or more premium.
This conversational way of finding and buying products differs greatly from traditional online searching through search engines or directly on supermarket websites. Instead of scrolling through many results, users receive a direct answer that can lead immediately to a purchase.
For brands and retailers, visibility now means being part of the answer provided by the AI when a user asks what to buy. This requires a different approach compared to standard website search optimisation. The focus shifts to how well a product fits into a natural conversation. Product information needs to be presented in a way that sounds natural and highlights clear benefits and unique features that an AI can easily use in a helpful response. Generic descriptions are less likely to be featured.
Websites are increasingly serving as data sources for AI systems. Their content needs to be structured to help AI understand and pull relevant information, including detailed descriptions and product data.
Currently, the selection of products by the chatbot is independent and is not influenced by advertising payments. The AI company is exploring ways for merchants to provide product information directly to the chatbot to ensure listings are accurate and up-to-date.
Some observers suggest that a commercial model might be introduced in the future. Regardless, brands are advised to pay close attention to this new channel, as AI chatbots are driving a significant increase in traffic to retail websites. This integration of AI and commerce is viewed as a major shift in online consumer behaviour, potentially the most significant change since the widespread adoption of smartphones for shopping.
