What brands need to know about ChatGPT’s new ‘buy’ button
With the recent announcement of ChatGPT’s integrated “buy” function (in the US only for now), Leoprd’s Celia Harding looks at how brands need to prepare.
Leoprd founder Celia Harding
Stripe and OpenAI have just announced that ChatGPT users can now buy products directly through AI conversations, powered by Instant Checkout, a new Agentic Commerce Protocol (ACP), and shared payment tokens.
Being able to prompt and pay means we’ve firmly entered the era of the answer economy, where ChatGPT decides which brands get bought or buried. With limited real estate in AI responses, being algorithmically invisible now means being commercially invisible.
Recent research based on a sample of 700m ChatGPT users provides evidence of this shift: 52% of AI interactions involve ‘asking’ — users want decision support, not just information, as AI platforms become the world’s most trusted advisors.
