The bank said the strategy change reflects early signs that fully autonomous AI shopping has struggled to gain traction, prompting ChatGPT to pivot toward a model that links users directly to retailers and service providers rather than completing transactions inside the platform.
The move highlights both the opportunities and limits of agentic AI in e-commerce. Surveys cited by Morgan Stanley show that roughly 40%–55% of ChatGPT users already use AI tools to research products or compare prices, while about 20%–40% say they have made purchases based on AI recommendations. However, adoption has not grown significantly in recent months, suggesting that changes to the user experience may be needed to accelerate usage.
One key takeaway is that large internet platforms, particularly search engines, may retain strong competitive advantages. Morgan Stanley said much of online shopping activity still begins with search platforms, reinforcing the importance of existing ecosystems that provide extensive product inventories, reviews and pricing data.
At the same time, the agentic pivot could benefit large retailers and online travel platforms if AI tools increasingly send users directly to merchant websites. Companies with strong product catalogs, logistics networks and consumer data, such as major e-commerce platforms and booking services, may be well positioned to capture incremental traffic and transactions from AI-driven discovery.
source https://www.investing.com/news/technology-news/what-does-chatgpts-agentic--pivot-mean-for-internet-stocks-4561582
