OpenAI缩减ChatGPT内置购物功能计划

环球市场播报03-05

OpenAI 正在缩减在 ChatGPT 内直接开通购物功能的计划，标志着其备受关注的聊天机器人内置结账功能战略出现调整。OpenAI 一位发言人表示，公司不再允许用户从 ChatGPT 搜索结果中的商品列表直接下单，转而专注于在接入 ChatGPT 的第三方专用应用内完成结账。　　此次策略转向的原因尚不清楚，不过目前仅有少数商家通过 ChatGPT 内置结账功能销售商品。一位知情人士称，...

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ChatGPT","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"AMZY":0.6,"AMZZ":0.6,"AIYY":0.6,"USAW.SI":0.6,"AMZU":0.6,"AZYY":0.6,"AMZW":0.6,"AMZD":0.6,"AMZP":0.6},"content_text":"OpenAI 正在缩减在 ChatGPT 内直接开通购物功能的计划，标志着其备受关注的聊天机器人内置结账功能战略出现调整。OpenAI 一位发言人表示，公司不再允许用户从 ChatGPT 搜索结果中的商品列表直接下单，转而专注于在接入 ChatGPT 的第三方专用应用内完成结账。\n　　此次策略转向的原因尚不清楚，不过目前仅有少数商家通过 ChatGPT 内置结账功能销售商品。一位知情人士称，OpenAI 内部发现，用户虽会在聊天机器人中研究商品，但并不会真正用它完成购买。\n　　就在半年前，OpenAI 还将 ChatGPT 聊天内结账功能作为重大商业机遇大力推广，称其开启了用户通过 AI 在线购物的重要转型。公司当时与 Etsy、Shopify、Stripe 等在线购物及支付领域头部企业达成合作。\n　　去年9月，OpenAI 首次面向美国用户推出聊天机器人结账功能时曾表示，很快将有数百万线上店铺的商品可在 ChatGPT 内直接购买。公司计划通过向商家收取销售佣金盈利，并持续升级功能，包括加入多商品购物车、向更多地区开放。\n　　与之相反，通过应用结账意味着至少在初期，合作零售商范围会更小。已为 ChatGPT 开发电商应用的早期合作方包括：Instacart、塔吉特（Target）、亿客行（Expedia）、缤客（Booking.com）。去年12月，Instacart 已支持 ChatGPT 用户将账户绑定，直接在聊天内完成支付。\n　　OpenAI 发言人在声明中表示：\n　　“我们正在迭代 ChatGPT 电商方案，以便更贴合商家与用户的实际场景。即时结账功能将迁移至应用端，让购买流程更顺畅。感谢合作伙伴与我们共同探索，我们期待在这一领域持续推进并公布更多进展。”\n　　发言人补充称，公司将优先优化 ChatGPT 内的商品搜索与发现能力。\n　　这一调整意味着，消费者无法再从商品列表直接购买，而需通过零售商应用支付，或跳转至零售商官网。\n　　Shopify、Etsy 未回应多次置评请求，Stripe 则表示不予置评。\n　　OpenAI 这项尚处初期的结账业务战略转向，凸显了AI 与复杂电商业务结合的现实难题。同时，这也提升了其新近推出广告业务的重要性——广告是 OpenAI 从海量免费用户中创造大额收入的另一主要途径。（目前尚不清楚 OpenAI 是否会从 ChatGPT 应用促成的销售中抽成。）\n　　对 OpenAI 及其他 AI 公司而言，大规模落地聊天机器人购物功能难度颇高。商家的价格、库存等商品信息需要标准化并持续更新，才能保证聊天机器人获取准确数据；而电商与支付机构则需防范 AI 发起欺诈或错误交易。\n　　OpenAI 曾通过与线上平台 Etsy、电商软件服务商 Shopify 合作，试图一次性接入海量商品，这两家公司已拥有对接数百万商家的成熟系统，可分担部分繁重工作。OpenAI 还与支付巨头 Stripe 合作，为参与交易的商家、支付机构与 AI 公司制定了名为 智能电商协议（Agentic Commerce Protocol） 的规则体系。\n　　据知情人士透露，OpenAI 与 Stripe 将继续推进该协议，为基于应用的购物功能提供支持。\n　　《The Information》今年1月报道称，对于已接入结账功能的少数商家，OpenAI 仍需手把手协助才能让系统正常运行。其他进展缓慢迹象也已显现：截至2月，OpenAI 尚未建立各州销售税的征收与上缴系统——若购物规模爆发，这是必须完成的工作。\n　　从更广泛层面看，部分商家对 AI 购物功能持谨慎态度，而消费者是否愿意通过 AI 聊天完成支付仍未可知。不过，Shopify 与 Etsy 在2月财报电话会议上仍将 AI 结账合作视为潜在增长机会。Etsy 此前曾表示，为推动 ChatGPT 购物落地，已代为承担商家需支付给 OpenAI 的佣金。\n　　但在周二的一场投资者会议上，Shopify 总裁哈利·芬克尔斯坦表示，其数百万商家中目前仅约十几家通过 AI 工具销售，扩张缓慢的瓶颈在 AI 公司一侧。（Shopify 软件同时支持商家通过 ChatGPT、谷歌 Gemini、微软 Copilot 开展聊天结账，后两者均在今年早些时候宣布相关功能。）\n　　芬克尔斯坦称：“目前受限的唯一原因，就是我们在等待智能体应用进一步开放入口。”\n　　OpenAI 电商策略调整之际，电商巨头亚马逊于上周五宣布，将向 OpenAI 先期投资150亿美元。公告称，亚马逊可在其面向消费者的应用（包括购物聊天机器人 Rufus）中使用 OpenAI 定制模型，但未提及亚马逊会在 ChatGPT 内销售商品。\n　　亚马逊去年曾封禁包括 ChatGPT 在内的 AI 应用抓取其商品信息，禁止在聊天回复中展示亚马逊商品。不过，亚马逊 CEO 安迪·贾西曾表示，若条款合理，愿意与外部 AI 购物工具合作。\n\n\n海量资讯、精准解读，尽在新浪财经APP\n\n责任编辑：郭明煜","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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