ChatGPT Is a Bad Personal Shopper, but It's Learning

Bloomberg Opinion features research by Maximilian Kaiser and Christian Schulze examining ChatGPT’s performance as an e-commerce channel. The analysis of 12 months of data from 973 e-commerce sites reveals that while ChatGPT traffic currently underperforms traditional channels in conversion rates, there are signs of steady improvement month-over-month. The piece discusses how AI-driven shopping recommendations are evolving and the potential for large language models to transform online commerce as users become more comfortable with AI-assisted purchasing decisions.