36氪未来消费·2026-01-13 04:14Core Insights - The article discusses the ongoing competition among tech giants in the AI space, particularly focusing on the integration of AI into e-commerce and the implications for traditional shopping platforms [2][4][12]. Group 1: AI Integration in E-commerce - Walmart and Google announced a partnership to integrate Walmart's products into Google's Gemini, allowing users to browse and purchase items directly within the AI interface [3]. - The introduction of OpenAI's "Instant Checkout" feature in September 2025 marked a significant shift, enabling users to complete purchases without leaving the AI chat interface [7]. - On Black Friday 2025, AI-driven shopping led to a record online spending of $11.8 billion in the U.S., reflecting a 9.1% increase from the previous year, highlighting AI's growing role in consumer decision-making [4]. Group 2: Competitive Landscape - The competition is evolving into a three-way battle among shopping platforms, search engines, and large model developers, with each vying for control over the transaction entry point [4][12]. - OpenAI's rapid user growth and the introduction of features like SearchGPT have posed a direct threat to Google's traditional search model, which has dominated the market for two decades [9][11]. - Google's response to the AI challenge included the launch of its own large model, Gemini, which aims to enhance its search capabilities and maintain its market position [10][12]. Group 3: Responses from E-commerce Giants - Amazon has taken defensive measures by restricting AI companies' access to its platform, indicating its concern over losing control of the shopping process [15]. - In contrast, Shopify has adopted a more collaborative approach, allowing AI tools to assist in transactions while ensuring that the final payment process remains within its ecosystem [17]. - The differing strategies of Amazon and Shopify reflect their underlying business models, with Amazon focused on maintaining its revenue from search and advertising, while Shopify aims to facilitate transactions for merchants [17][18]. Group 4: Future Implications - The article suggests that while AI shopping tools are still in their early stages, they are beginning to disrupt traditional commercial structures, indicating that no company can remain unaffected by these changes [19]. - The ongoing evolution of AI in e-commerce is expected to redefine the boundaries of search, transaction, and decision-making processes, rather than simply replacing existing systems [18].