Visa and OpenAI are moving fast to change how people shop online. Both companies announced updates this week that bring artificial intelligence deeper into the checkout experience.
Visa plans to integrate its payments system into AI agents like chatbots. The idea is simple: instead of typing in your card number every time, you enter your payment details once, and the system handles the rest. From there, you can use natural conversation to buy things—whether it's booking flights, ordering groceries, or subscribing to services. The tech works behind the scenes using Visa's infrastructure, making the process feel seamless to the user.
At the same time, OpenAI is adding product links directly into ChatGPT responses. If you're using the chatbot to look up fashion, electronics, home goods, or beauty products, you'll start seeing links to actual products you can click and buy. These links are being rolled out first in partnership with major e-commerce players, though OpenAI hasn’t shared specific names yet.
Why Does This Matter?
Shopping online has followed the same pattern for years. Search. Scroll. Click. Repeat. Then apps made it faster, but they didn’t change the steps.
Now, we’re looking at something that removes those steps.
With Visa’s approach, you don’t leave the conversation to pay. You just say “yes” and it’s done. It’s more like texting a friend to buy something for you.
And ChatGPT’s product links mean you don’t have to jump to a search engine after reading about a product. You’re already where you need to be.
That’s a big shift for categories like fashion and home goods, where inspiration drives purchases. Instead of browsing a store, you’re having a chat that leads to the same result.
A Glimpse Into the Technical Details
Visa uses tokenization. That means your actual card number stays hidden. A secure token steps in to handle the transaction. Safer. Smoother.
For ChatGPT, the links come from partner APIs. When you ask about a type of product, it pulls options in real time and adds clickable links. OpenAI says it’s not running ads. These are meant to be helpful, not promotional.
Both rollouts are still in progress. Visa is working with a few early partners. ChatGPT’s new links are showing up for users on Plus and Team plans, with more coming soon.
The Big Picture
This could be the start of something as significant as the shift to mobile shopping a decade ago. AI isn’t just recommending products. It’s starting to handle the entire shopping flow—from discovery to purchase—all in one place.
If Visa and OpenAI succeed, shopping online might no longer mean browsing through websites or opening five tabs to compare reviews. It might just mean having a conversation.
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