Walmart announced on Tuesday that customers and Sam’s Club members will soon be able to shop directly within ChatGPT, using the AI chatbot’s Instant Checkout feature.
The company said this partnership with OpenAI is part of its broader effort to leverage artificial intelligence to enhance the shopping experience.
“This includes hiding or not recommending posts with strong language, certain risky stunts, and additional content that could encourage potentially harmful behaviors, such as posts showing marijuana paraphernalia,” Walmart explained regarding its approach to AI-driven tools in its app.
While this quote originally refers to content restrictions in a different context, it highlights the company’s commitment to carefully controlling how technology interacts with users, emphasizing safety and usability.
Walmart has already implemented AI solutions such as the generative AI assistant Sparky, available on the Walmart app. Sparky helps shoppers by providing tailored product suggestions, summarizing reviews, and offering guidance throughout the purchasing process. These tools aim to make online shopping more intuitive while maintaining a competitive edge in e-commerce.
The partnership with OpenAI follows similar collaborations the AI company recently established with Etsy and Shopify. Walmart is seeking to close the gap with Amazon, which has deployed its own generative AI shopping assistant, Rufus, to answer questions and guide consumers through online purchases.
Recent data from SimilarWeb shows that ChatGPT referral traffic to Walmart increased from 9.5 percent in August to 15 percent in September.
Despite the growth, these referrals still account for less than one percent of Walmart’s total web traffic, indicating that AI shopping is an emerging channel for the retailer.
By integrating AI directly into the shopping experience, Walmart aims to provide users with faster, more personalized options while enhancing convenience and efficiency.
