ChatGPT and Gemini are fighting to be the AI bot that sells you stuff | The VergeSkip to main contentThe homepageThe VergeThe Verge logo.The VergeThe Verge logo.TechReviewsScienceEntertainmentAIPolicyHamburger Navigation ButtonThe homepageThe VergeThe Verge logo.Hamburger Navigation ButtonNavigation DrawerThe VergeThe Verge logo.Login / Sign UpcloseCloseSearchTechExpandAmazonAppleFacebookGoogleMicrosoftSamsungBusinessSee all techReviewsExpandSmart Home ReviewsPhone ReviewsTablet ReviewsHeadphone ReviewsSee all reviewsScienceExpandSpaceEnergyEnvironmentHealthSee all scienceEntertainmentExpandTV ShowsMoviesAudioSee all entertainmentAIExpandOpenAIAnthropicSee all AIPolicyExpandAntitrustPoliticsLawSecuritySee all policyGadgetsExpandLaptopsPhonesTVsHeadphonesSpeakersWearablesSee all gadgetsVerge ShoppingExpandBuying GuidesDealsGift GuidesSee all shoppingGamingExpandXboxPlayStationNintendoSee all gamingStreamingExpandDisneyHBONetflixYouTubeCreatorsSee all streamingTransportationExpandElectric CarsAutonomous CarsRide-sharingScootersSee all transportationFeaturesVerge VideoExpandTikTokYouTubeInstagramPodcastsExpandDecoderThe VergecastVersion HistoryNewslettersArchivesStoreVerge Product UpdatesSubscribeFacebookThreadsInstagramYoutubeRSSThe VergeThe Verge logo.ChatGPT and Gemini are fighting to be the AI bot that sells you stuffComments DrawerCommentsLoading commentsGetting the conversation ready...AICloseAIPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All AINewsCloseNewsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All NewsTechCloseTechPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All TechChatGPT and Gemini are fighting to be the AI bot that sells you stuffAs Google partners with more companies for Gemini-powered checkouts, OpenAI is trying to improve the way ChatGPT presents the products you’re shopping for.As Google partners with more companies for Gemini-powered checkouts, OpenAI is trying to improve the way ChatGPT presents the products you’re shopping for.by Emma RothCloseEmma RothNews WriterPosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by Emma RothMar 24, 2026, 5:13 PM UTCLinkShareGiftIllustration by Cath Virginia / The Verge | Photos by Getty ImagesEmma RothCloseEmma RothPosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by Emma Roth is a news writer who covers the streaming wars, consumer tech, crypto, social media, and much more. Previously, she was a writer and editor at MUO.The AI-powered shopping rivalry is heating up as Google and OpenAI launch new features to help you buy things while interacting with their chatbots. Now, Google is teaming up with Gap Inc to allow its Gemini AI assistant to purchase clothes on your behalf from any of its stores, which include Gap, Old Navy, Banana Republic, and Athleta, while OpenAI launched an updated shopping interface in ChatGPT.With Google’s new partnership, you may see products from one of Gap’s brands if you’re asking Gemini for shopping suggestions, along with an option to purchase the item without leaving the chatbot. Similar to Walmart and Target, which also let users make purchases through Gemini, Gap will power the experience with Google’s Universal Commerce Protocol (UCP) — a standard that’s supposed to make it easier for AI assistants like Gemini to make purchases on participating retailers’ websites. As reported by CNBC, a customer making a purchase through Gemini will check out using Google Pay, while Gap takes care of shipping.AI-assisted shopping is becoming a growing trend as retailers look for new ways for people to discover their products beyond the search engine. But questions remain as to whether people actually want to shop this way, as OpenAI recently confirmed that it’s walking away from a built-in checkout feature it launched in ChatGPT just months ago. Instead, OpenAI is planning to work with retailers to launch their own apps within ChatGPT, according to reports from The Information and CNBC. A Walmart executive also told Wired that sales with ChatGPT’s built-in checkout feature “have been disappointing.”RelatedI saw the future of retail, and it’s all AIAs OpenAI turns its focus toward improving how products appear in ChatGPT, it has announced that the chatbot will now allow you to visually compare products side-by-side while viewing pricing, reviews, and features. OpenAI also says it has improved “speed, relevance, and product coverage” in ChatGPT, allowing the bot to serve up more up-to-date information. This update is rolling out to ChatGPT free, Go, Plus, and Pro users this week.Follow topics and authors from this story to see more like this in your personalized homepage feed and to receive email updates.Emma RothCloseEmma RothNews WriterPosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by Emma RothAICloseAIPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All AIGoogleCloseGooglePosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All GoogleNewsCloseNewsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All NewsOpenAICloseOpenAIPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All OpenAITechCloseTechPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All TechMost PopularMost PopularNvidia CEO Jensen Huang says ‘I think we’ve achieved AGI’The US government just banned consumer routers made outside the USDonut Lab’s solid-state battery could barely hold a charge after getting damagedConfronting the CEO of the AI company that impersonated meVideoAyaneo says selling its Windows gaming handheld ‘is no longer sustainable’The Verge DailyA free daily digest of the news that matters most.Email (required)Sign UpBy submitting your email, you agree to our Terms and Privacy Notice. 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OpenAI and Google are engaged in a burgeoning competitive landscape centered around the integration of artificial intelligence into the retail purchasing process. Emma Roth’s reporting, published on March 24, 2026, details the strategic moves being undertaken by both companies to establish dominance in this evolving market. Google’s approach is characterized by a partnership with Gap Inc., leveraging the Universal Commerce Protocol (UCP) to enable Gemini AI assistants to facilitate purchases directly from Gap’s various brands – including Gap, Old Navy, Banana Republic, and Athleta. This initiative intends to allow users to initiate transactions and complete checkout processes seamlessly within the Gemini chatbot environment, mirroring functionalities seen in retailers like Walmart and Target. The UCP, designed to standardize the interaction between AI assistants and retailer websites, signifies Google’s commitment to a broader ecosystem of AI-powered commerce.

However, OpenAI is pivoting its strategy, recognizing the preliminary challenges encountered with a built-in checkout feature within ChatGPT. Initially, OpenAI attempted to integrate a direct shopping experience, but subsequent evaluations demonstrated disappointing sales figures. Consequently, OpenAI is now focusing on enhancing ChatGPT’s ability to present and compare products, providing users with enhanced accessibility to pricing, reviews, and technical specifications. This shift involves improvements in speed, relevance, and the breadth of product information presented within the interface. The rollout of these improvements is occurring across the ChatGPT’s free, Go, Plus, and Pro user tiers. This change underscores a tactical adjustment prompted by market feedback, prioritizing a more supportive and informative role for ChatGPT in the shopping journey rather than direct transactional capabilities. The decision highlights the difficulty in achieving widespread user adoption of AI-driven shopping interfaces and suggests the market may favor a more integrated, rather than standalone, approach.