『ChatGPT: The Agentic App』のカバーアート

ChatGPT: The Agentic App

ChatGPT: The Agentic App

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 Ever since ChatGPT exploded in popularity, there has been a looming “how” to its monetization plans. Much has been said about shopping and advertising as the likely paths, especially with Fidji Simo joining as CEO of Applications under Sam Altman. Advertising as a business model for AI is logical but difficult to personalize and specialize. We know tons of people spend a lot of time using AI models, but how do you best get the sponsored content into the outputs? This is an open technical problem, with early efforts from the likes of Perplexity falling short.Shopping is another, but the questions have long been whether AI models actually have the precision to find the items you want, to learn exactly what you love, and to navigate the web to handle all the corner cases of checkouts. These reflect a need for increased capabilities on known AI benchmarks, rather than inventing a new way of serving ads. OpenAI’s o3 model was a major step up in search functionality, showing it was viable; the integration was either a business problem — where OpenAI had to make deals — or an AI one — where ChatGPT wasn’t good enough at managing websites for you.Yesterday, ChatGPT launched its first integrated shopping push with Buy It in ChatGPT, a simple checkout experience, and an integrated commerce backend built on the Agentic Commerce Protocol (ACP). The announcement comes with the perfect partners to complement the strengths of OpenAI’s current models. GPT-5-Thinking is the best at finding niche content on the web, and ChatGPT’s launch partner for shopping is Shopify (*soon, Etsy is available today), the home to the long tail of e-commerce merchants of niche specialties. If this works, it will let users actively uncover exactly what they are looking for — from places that were often hard to impossible to find on Google. This synergy is a theme we’ll see reoccur in other agents of the future. The perfect model doesn’t make a useful application unless it has the information or sandbox it needs to think, search, and act. The crucial piece that is changing is that where models act is just as important as the weights themselves — in the case of shopping, it is the network of stores with their own rankings and API.The ACP was built in collaboration with Stripe, and both companies stand to benefit from this. Stripe wants more companies to build on the ACP so that its tools become the “open standard for agentic payments” and OpenAI wants the long-tail of stores to adopt it so they can add them to their ever-growing internal recommendation (or search) engine. The business model is simple, as OpenAI says “Merchants pay a small fee on completed purchases.” OpenAI likely takes a larger share than Stripe, and it is a share that can grow as their leverage increases over shoppers.I’m cautiously optimistic about this. Finding great stuff to buy on the web is as hard as it has ever been. Users are faced with the gamification of Google search for shopping and the enshittification of the physical goods crowding out Amazon. Many of the best items to buy are found through services like Meta’s targeted ads, but the cost of getting what you want should not be borne through forced distraction.OpenAI will not be immune to the forces that drove these companies to imperfect offerings, but they’ll come at them with a fresh perspective on recurring issues in technology. If this works for OpenAI, they have no competitor. They have a distribution network of nearly 1B weekly users and no peer company ready to serve agentic models at this scale. Yes, Google can change its search feed, but the thoroughness of models like GPT-5 Thinking is on a totally different level than Google search. This agentic model is set up to make ChatGPT the one Agentic App across all domains.The idea of an agentic model, and really the GPT-5 router itself, shows us how the grand idea of one giant model that’s the best for every conceivable use-case is crumbling. OpenAI only chooses the more expensive thinking model when it deems a free user to need it and they have an entirely different model for their coding products. On the other hand, Claude released their latest model, Claude 4.5 Sonnet, yesterday as well, optimizing their coding peak performance and speed yet again — they have no extended model family. The reality that different models serve very different use-cases and how AI companies need to decide and commit to a certain subset of them for their development points to a future with a variety of model providers. Where coding is where you can feel the frontier of AI’s raw intelligence or capabilities, and Anthropic has turned their entire development towards it, the type of model that is needed for monetization of a general consumer market could be very different. This is the web-agent that OpenAI has had the industry-leading version of for about 6 months. Specialization is making the AI market far more interesting, as ...
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