谷歌颠覆OpenAI购物战略

Core Insights - Google is launching a new AI shopping solution for retailers, which will not involve taking a commission from purchases made through its Gemini AI chatbot and search results. Instead, Google plans to profit by selling a new type of advertising to retailers, contrasting with OpenAI's strategy of taking a cut from sales generated through its ChatGPT checkout feature [2][12]. Group 1: Retailer Acceptance and Data Standardization - The extent to which retailers will embrace sales through AI chatbots remains uncertain, with a significant barrier being the need for standardized product data that AI can recognize. This data standardization is time-consuming and costly for retailers, contributing to the slow progress of competitors' chatbot shopping initiatives [3][13]. - Google believes it has an advantage due to the existing product data shared by retailers using its shopping search feature, which includes descriptions, sizes, colors, and inventory information. This data is crucial for influencing product display logic in Gemini and is part of Google's database of over 50 billion items [15]. Group 2: Advertising and Discount Features - Google is testing a new targeted discount feature that will display promotional information directly within the Gemini chat interface and AI search results. Retailers can set exclusive promotions, such as offering a 20% discount code to users who have never purchased from their brand [4][16]. - The new advertising model will follow a pay-per-click structure, allowing integration with existing advertising budgets and strategies based on return on investment [6][16]. Group 3: Market Dynamics and Partnerships - Major retailers like Walmart have signed on to use Google's AI checkout feature, and Google has partnered with Shopify to allow millions of merchants to share product catalogs and sell directly through Gemini and AI search modes [17]. - Retailers are cautious about fully adopting this unproven advertising format, with some expressing concerns about Google's increasing involvement in the shopping process [17][16]. Group 4: Data Submission and Protocols - Retailers must provide additional data to Google for products to be displayed in conversational chat scenarios, including FAQs and supplementary information to help Gemini generate recommendations [18]. - Google has introduced a "Universal E-commerce Protocol" that standardizes data sharing between merchants and AI agents, which is essential for using its AI shopping features [19][20].