ChatGPT is rapidly influencing how consumers discover products, sending a growing share of referral traffic to major retailers. The biggest beneficiary so far is Walmart.
Key takeaways
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Walmart gains from AI openness: About 20% of Walmart’s referral traffic now comes from ChatGPT, reflecting the retailer’s willingness to welcome AI-generated shopping activity.
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Amazon protects its ad model: Amazon blocks chatbots like ChatGPT to defend its $50 billion advertising business that relies on keeping shoppers within its site.
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Strategic adaptability may decide winners: Walmart’s flexibility contrasts with Amazon’s defensive stance, raising questions over which approach will thrive as AI becomes more central to online shopping.
