ChatGPT is evolving from a simple AI assistant into a platform that plays a growing role in how people discover products and make buying decisions. OpenAI has recently outlined changes that will expand access to ChatGPT while introducing new ways to support its growth.
For Shopify merchants, these updates are especially relevant. They point to a future where conversational AI becomes part of the ecommerce journey, from discovery through to purchase.
Here is a clear overview of what is changing and why it matters.
Advertising is Being Introduced
OpenAI will begin testing advertising within ChatGPT for users on the free plan and the lower-cost ChatGPT Go tier.
These ads will:
- Appear after AI responses, not within them
- Be clearly labelled
- Be shown only when relevant to the conversation
- Avoid sensitive topics
Importantly, OpenAI has stated that advertising will not influence the answers ChatGPT provides. Paid plans will remain ad free.
This move allows OpenAI to keep ChatGPT widely accessible while continuing to invest in the platform.
Expanded Access Through ChatGPT Go
Alongside advertising, OpenAI is rolling out ChatGPT Go, a more affordable subscription option that sits between the free and higher-priced plans.
Go users benefit from:
- Higher usage limits
- Faster models
- Improved file and image support
This tier helps more people use ChatGPT regularly, increasing the number of consumers using AI to research products and make decisions.
A Strong Focus on Privacy
OpenAI has emphasised that:
- Conversations are not sold to advertisers
- Ads are based on context, not personal chat histories
- Users have control over personalisation
For merchants and customers alike, this helps maintain trust as ChatGPT becomes more commercially relevant.
Customers Are Shopping Through Conversation
Many consumers already use ChatGPT to ask questions about products, compare options and narrow down choices. With OpenAI expanding access, this behaviour is likely to increase.
For Shopify merchants, this means more opportunities to be discovered at the moment customers are actively considering a purchase.
A Shorter Path From Discovery to Purchase
With OpenAI working closely with Shopify, ChatGPT is moving towards enabling product discovery and purchasing within the same conversational experience.
Instead of searching, clicking and browsing multiple sites, customers can:
- Ask for recommendations
- View relevant products
- Complete a purchase
All while remaining within a single conversation. This reduces friction and supports faster, higher-intent conversions.
Greater Visibility Without Losing Control
Shopify merchants continue to manage their own products, pricing, inventory and fulfilment. The difference is that ChatGPT becomes an additional channel where those products can be surfaced in a natural, helpful way.
This combines the reach of conversational AI with the control and ownership merchants expect from Shopify.
OpenAI’s approach to advertising and expanded access is about scale and sustainability, but it also signals a shift in how people interact with online commerce.
For Shopify merchants, these changes point to a future where:
- Product discovery starts with conversation
- Buying decisions happen earlier in the journey
- AI plays a more active role in connecting customers with the right products
This is not about replacing existing channels overnight. It is about preparing for a world where ChatGPT becomes one of the places customers begin their path to purchase.
For further information, you can read more here.
