多款大模型开始“上链接” 种草带货，冲击了谁？

Core Insights - The integration of AI with e-commerce is evolving, with domestic models like Doubao and Kimi embedding shopping links in their responses, indicating a shift towards AI-driven shopping experiences [1][3][4] - Internationally, platforms like ChatGPT and Perplexity are advancing faster, offering seamless shopping experiences directly within chat interfaces, which could disrupt traditional search engines and e-commerce platforms [1][7][12] - The commercial implications of AI in e-commerce are significant, potentially reshaping advertising models and challenging established players like Google and social media platforms [12][14][15] E-commerce Integration - Doubao has launched a shopping feature that provides product recommendations with direct links to Douyin's marketplace, covering various categories like electronics and beauty products [3][4] - Kimi and Wen Xiaoyan also include purchasing links in their recommendations, showcasing a trend where AI assists in the shopping process [4][8] - The initial merchants connected to these AI platforms are primarily high-rated stores within the Douyin ecosystem, indicating a focus on quality and user satisfaction [3] International Developments - ChatGPT has introduced an instant checkout feature, allowing users to make purchases without leaving the chat interface, partnering with major retailers like Walmart and Shopify [7][12] - Perplexity's "Buy with Pro" feature allows users to complete purchases directly from the AI interface, highlighting a trend towards integrated shopping experiences [7][12] Commercialization and Advertising - The move towards e-commerce integration is seen as a pivotal moment for AI commercialization, with potential shifts in how advertising is approached [12][14] - AI's ability to handle high-value queries could disrupt traditional revenue models for search engines, as it may replace the need for conventional advertising [12][14] - OpenAI's model of charging a commission on sales made through ChatGPT exemplifies a new revenue stream that diverges from traditional advertising [14] Market Dynamics - The entry of AI into e-commerce may pose a threat to traditional search engines like Google, as AI could directly answer commercially valuable queries [14][15] - In the domestic market, AI's role may resemble social media marketing, potentially impacting platforms like Xiaohongshu and Bilibili [14][15] - Despite the potential disruptions, established e-commerce platforms like Amazon and Shopify maintain advantages due to their robust logistics and fulfillment systems [15] Challenges in Domestic Market - The fragmented nature of the domestic e-commerce landscape complicates the establishment of a unified AI shopping interface, as platforms may be reluctant to share data [16][18] - AI's effectiveness as a shopping assistant relies on access to comprehensive product data and user feedback, which remains a challenge in the current market [18]