Everything you know about ecommerce is changing fundamentally
You are no longer selling only to people. Agents can research, compare and act on the same product information, shaping which brands enter consideration before a shopper reaches a website.
Agents
58.7%Humans
41.3%Visibility started with keywords
To find a product, a customer compressed a need into a short query, scanned ranked results and compared the options themselves. Brands competed to appear high enough to enter consideration.
CloudStep cushioned walking shoes
£89.00
Northline
TrailLite waterproof walking shoes
£112.00
Northbound
CityFlex supportive walking shoes
£96.00
Common Ground
MetroWalk memory-foam shoes
£84.00
Fieldwork
AI can research across multiple steps before your product is considered
AI turns the request into product tests.
Checks product pages, reviews, price and availability against those tests.
Bose
QuietComfort Headphones
24h with ANC
£229.95
Sony
WH-CH720N Headphones
35h with ANC
£75
JBL
Tune 770NC Headphones
44h with ANC
£49.99
Above £150 budget
Below 40h requirement
Shortlisted
JBL Tune 770NC enters the shortlist.
Customer chooses JBL Tune 770NC and continues to checkout.
JBL
Tune 770NC Headphones
44h with ANC · £49.99
Under the hood, several factors shape an agent’s answer
An agent’s output depends on the model, its training data, the instructions and context it receives, and whether it can use tools such as web search. With search, it can retrieve product pages, retailer listings, reviews, media and community discussions. The mix varies by platform and request, so one test is not a universal result.
The following output comes from a real agent run on platform.openai.com using GPT 5.6 Luna.The customer starts with a need, not a brand
The brief carries fit, running habit and price, not a product name.
GPT 5.6 Luna
Recommending running shoes
I'm thinking about what the user needs in terms of recommendations for running shoes, particularly for wider fits. It seems like some great options under £150 include the Brooks Ghost 16, Saucony Ride 17, New Balance 880v14, ASICS Gel-Cumulus, and Mizuno Wave Rider. Prices can vary, and I should clarify differences in men's and women's sizing. I want to focus on comfort for running about 20 km a week while ensuring the fit is suitable for wide feet.
Clarifying shoe recommendations
I should consider the actual availability of wide-width shoes and avoid standard widths. Creating a concise table with the best options, their typical sale prices, and use cases sounds like a good plan. If I had to recommend one choice, I'd say the Brooks Ghost 16 Wide is great, but the New Balance 880 offers a wider toe-box while the Saucony Ride 17 is softer. It's essential to note measuring feet at the end of the day for accuracy and remembering that running 20 km a week doesn't necessarily require premium shoes.
GPT 5.6 Luna
Searching for running shoes
I need to recommend a few running shoes that are currently available in the UK, with a price limit of £150. It’s important to find official retailer sources for accurate pricing. I might also consider asking about the user's gait to tailor the recommendations better. For now, I’m going to search the web for current models of wide road shoes that fit within this budget. Let’s see what I can find!
The brief becomes a set of buying criteria
The system translates the need into checks: fit, running surface and budget.
GPT 5.6 Luna
No access to the live web
This response is based on the model’s training data and the information provided in the conversation.
GPT 5.6 Luna
Browsed
- tomsguide.com/best-picks/best-mens-running-shoes
- tomsguide.com/wellness/running/hoka-clifton-pro-review
- tomsguide.com/best-picks/best-running-shoes
- tomsguide.com/wellness/running/hoka-brooks-and-asics-are-on-sale-this-weekend-here-are-my-29-top-running-shoe-picks-up-to-50-percent-off
- tomsguide.com/wellness/running/asics-running-shoes-are-on-sale-from-just-usd54-25-deals-you-cant-miss-with-up-to-53-percent-off
- asics.com/gb/en-gb/gt-2000-14-wide/p/1011C055-001.html
- idealo.co.uk/compare/206303679/hoka-clifton-10-wide.html
- pricespy.co.uk/product.php
- newbalance.co.uk/pd/fresh-foam-x-880v15/M880B15-2E-09.html
- idealo.co.uk/compare/206321882/hoka-clifton-10-women-wide.html
- idealo.co.uk/compare/206303667/hoka-clifton-10-wide-1162032-hsk-hoka-blue-skyward-blue.html
- snowleader.co.uk/en/clifton-10-wide-m-black-white-HOKA01318.html
- supersales.co.uk/p/asics-gt-2000-14-wide-688e059b028ef735b5046822
- idealo.co.uk/compare/207248753/asics-gt-2000-14-1011c056.html
- sportsdirect.com/asics-asics-gt-2000-14-road-running-shoes-mens-212655
- achillesheel.co.uk/products/mens-clifton-10-wide-fit-running-shoes-black-white
- johnlewis.com/asics-mens-gt-2000-14-running-shoes-black-multi/p114559902
- reddit.com/r/Hoka/comments/1tpm44e/clifton_10s_on_sale/
- reddit.com/r/Hoka/comments/1ueweg7/clifton_10_sizing_question/
- assets.asics.com/system/media_libraries/24892/file.pdf
- reddit.com/r/Hoka/comments/1tpqx0j/clifton_10_issues/
- reddit.com/r/Hoka/comments/1urjqb7/hoka_clifton_10_sizing_help/
- reddit.com/r/RunningShoeGeeks/comments/1v4lbue/uk_new_balance_summer_selection_sale_with_extra/
- reddit.com/r/Hoka/comments/1v2yreu/where_to_buy_womens_clifton_10_2exwide_online/
- reddit.com/r/widefeet/comments/1u20cx2/looking_for_a_shoe_with_a_clifton_10_xwide/
- reddit.com/r/AskRunningShoeGeeks/comments/1uf21a8/thoughts_on_the_gt2000_14/
- reddit.com/r/asics/comments/1ngx7if
- reddit.com/r/Hoka/comments/1kqage9
- reddit.com/r/UKRunners/comments/1qhwtrv/anyone_tried_the_new_hoka_clifton_deals_in_the/
- reddit.com/r/AskRunningShoeGeeks/comments/1pzri3t/gt2000_14_alternatives/
- d20gumdjgesxpn.cloudfront.net/wp-content/uploads/2025/02/HOKASpring25-compressed.pdf
- athleticsweekly.com/wp-content/uploads/securepdfs/2025/06/January-09-2020.pdf
- athleticsweekly.com/wp-content/uploads/2017/04/Running-shoe-buyers-guide-April-2017.pdf
- athleticsweekly.com/wp-content/uploads/securepdfs/2025/06/March-29-1980-Vol-34-No-13.pdf
- athleticsweekly.com/wp-content/uploads/securepdfs/2025/06/June-27-1981-Vol-35-No-26.pdf
- en.wikipedia.org/wiki/Asics_GT-2160
- en.wikipedia.org/wiki/Hoka_%28brand%29
- en.wikipedia.org/wiki/Asics_Gel-NYC
- en.wikipedia.org/wiki/Asics_Gel-1130
- arxiv.org/abs/2310.12341
- arxiv.org/abs/1306.4468
- arxiv.org/abs/1810.11981
- arxiv.org/abs/physics/0606064
- womanandhome.com/health-wellbeing/hoka-clifton-10-review/
- fitandwell.com/buying-guides/best-shoes-for-walking/
- t3.com/active/running/hoka-clifton-pro-launch-0626
- livescience.com/best-running-shoes-for-supination
- marieclaire.co.uk/life/health-fitness/best-running-shoes-for-women
- saucony.com/UK/en_GB/ride-18-wide/59944M.html
- brooksrunning.com/en_gb/mens/road-running-shoes/ghost-17/1104421D325.090.html
- achillesheel.co.uk/products/mens-clifton-10-wide-fit-running-shoes-black-white
- pricespy.co.uk/product.php
- asics.com/gb/en-gb/gt-2000-14-wide/p/1011C055-001.html
Web search adds current public evidence
With search on, the system can inspect current product and third-party information.
GPT 5.6 Luna
For 20 km/week on roads, I’d choose a comfortable, cushioned daily trainer in an actual wide width, not simply a roomy standard shoe. Good UK options under £150 include:
Shoe Why it’s a good choice Typical UK price Brooks Ghost 16 Wide Safest all-round pick: comfortable, reliable cushioning, smooth on roads £130–£150 Saucony Ride 17 Wide Soft, well-cushioned and versatile for easy and moderate runs £120–£145 New Balance 880v14 Wide / 2E Stable, durable and often particularly good for broad feet £120–£145 ASICS Gel-Cumulus 26/27 Wide Plush, comfortable cushioning without feeling overly soft £130–£150 Mizuno Wave Rider 28 Wide Firmer, responsive feel and good durability £130–£150 My recommendation
- Buy the Brooks Ghost 16 Wide if you want the safest, most universally comfortable option.
- Choose the New Balance 880 Wide/2E if your feet are broad through the forefoot.
- Choose the Saucony Ride 17 Wide if you prefer a softer, more cushioned feel.
Fit tips
- Look for “Wide,” “2E,” or “4E”. A standard-width shoe with a stretchy upper may still be too narrow.
- Try shoes on later in the day, wearing your running socks.
- Leave roughly a thumb’s width in front of your longest toe.
- Your heel should feel secure while your toes can spread naturally.
- Don’t automatically size up to solve width; try a wide version first.
Prices and available widths vary by men’s/women’s model and retailer, so check the exact width before ordering. If you have never used zero-drop shoes, I’d avoid Altra as a first choice.
GPT 5.6 Luna
For your 20 km/week of road running and £150 budget, I’d buy the Saucony Ride 18 Wide.
Best choices
-
Saucony Ride 18 Wide: best overall
- £78 currently on Saucony UK, reduced from £130.
- Neutral, everyday road shoe with a good balance of cushioning and responsiveness.
- Best fit if you want one shoe for most runs without a “max-cushion” feel. (saucony.com)
-
Brooks Ghost 17 Wide: safest comfort pick
- £94.50 currently, reduced from £135.
- Soft, dependable cushioning and balanced support; particularly suitable for easy runs and general training.
- Check the exact colour/size carefully, as availability varies and some wide versions are listed as preorder or sold out. (brooksrunning.com)
-
HOKA Clifton 10 Wide: if you prefer very cushioned shoes
- Around £98 at one UK running retailer, with other listings under £150.
- Lightweight, cushioned and road-oriented, but the rocker-like shape and HOKA feel are more distinctive, so try them on if possible. (achillesheel.co.uk)
-
New Balance Fresh Foam X 880v15: if you need a broader, more conventional fit
- The 2E Wide version is currently listed around £104 by UK price comparison data.
- A sensible daily trainer, especially if New Balance’s width options fit your foot shape better than Saucony or Brooks. (pricespy.co.uk)
-
ASICS GT-2000 14 Wide: only if you want extra guidance
- £98 currently, reduced from £140.
- A road shoe with a stability/guidance design, so choose it if you know you prefer or need that feeling, not simply because your feet are wide. (asics.com)
My recommendation
- Buy the Saucony Ride 18 Wide if you want the best value and a versatile neutral shoe.
- Choose the Brooks Ghost 17 Wide if softness and comfort matter most.
- Choose the HOKA Clifton 10 Wide if you like substantial cushioning and a rocker-style ride.
When trying them on, run or walk in them with your usual socks. You should have roughly a thumb’s width in front of your longest toe, no pressure over the little-toe side or big-toe joint, and a secure heel without tightening the laces excessively. Don’t assume a regular shoe in a larger size is equivalent to a proper Wide/2E version.
Current evidence can change the options
The same brief can produce a different recommendation when current evidence is available.
GPT 5.6 Luna
Prompt
I’m looking for comfortable running shoes for wide feet. I run about 20 km a week on roads and don’t want to spend more than £150. What should I buy?
Recommending running shoes
I'm thinking about what the user needs in terms of recommendations for running shoes, particularly for wider fits. It seems like some great options under £150 include the Brooks Ghost 16, Saucony Ride 17, New Balance 880v14, ASICS Gel-Cumulus, and Mizuno Wave Rider. Prices can vary, and I should clarify differences in men's and women's sizing. I want to focus on comfort for running about 20 km a week while ensuring the fit is suitable for wide feet.
Clarifying shoe recommendations
I should consider the actual availability of wide-width shoes and avoid standard widths. Creating a concise table with the best options, their typical sale prices, and use cases sounds like a good plan. If I had to recommend one choice, I'd say the Brooks Ghost 16 Wide is great, but the New Balance 880 offers a wider toe-box while the Saucony Ride 17 is softer. It's essential to note measuring feet at the end of the day for accuracy and remembering that running 20 km a week doesn't necessarily require premium shoes.
Assistant
For 20 km/week on roads, I’d choose a comfortable, cushioned daily trainer in an actual wide width, not simply a roomy standard shoe. Good UK options under £150 include:
Shoe Why it’s a good choice Typical UK price Brooks Ghost 16 Wide Safest all-round pick: comfortable, reliable cushioning, smooth on roads £130–£150 Saucony Ride 17 Wide Soft, well-cushioned and versatile for easy and moderate runs £120–£145 New Balance 880v14 Wide / 2E Stable, durable and often particularly good for broad feet £120–£145 ASICS Gel-Cumulus 26/27 Wide Plush, comfortable cushioning without feeling overly soft £130–£150 Mizuno Wave Rider 28 Wide Firmer, responsive feel and good durability £130–£150 My recommendation
- Buy the Brooks Ghost 16 Wide if you want the safest, most universally comfortable option.
- Choose the New Balance 880 Wide/2E if your feet are broad through the forefoot.
- Choose the Saucony Ride 17 Wide if you prefer a softer, more cushioned feel.
Fit tips
- Look for “Wide,” “2E,” or “4E”. A standard-width shoe with a stretchy upper may still be too narrow.
- Try shoes on later in the day, wearing your running socks.
- Leave roughly a thumb’s width in front of your longest toe.
- Your heel should feel secure while your toes can spread naturally.
- Don’t automatically size up to solve width; try a wide version first.
Prices and available widths vary by men’s/women’s model and retailer, so check the exact width before ordering. If you have never used zero-drop shoes, I’d avoid Altra as a first choice.
GPT 5.6 Luna
Prompt
I’m looking for comfortable running shoes for wide feet. I run about 20 km a week on roads and don’t want to spend more than £150. What should I buy?
Searching for running shoes
I need to recommend a few running shoes that are currently available in the UK, with a price limit of £150. It’s important to find official retailer sources for accurate pricing. I might also consider asking about the user's gait to tailor the recommendations better. For now, I’m going to search the web for current models of wide road shoes that fit within this budget. Let’s see what I can find!
- saucony.com/UK/en_GB/ride-18-wide/59944M.html
- brooksrunning.com/en_gb/mens/road-running-shoes/ghost-17/1104421D325.090.html
- brooksrunning.com/en_gb/road-running-shoes/mens
- brooksrunning.com/en_gb/mens/road-running-shoes/ghost-17/1104422E414.130.html
- saucony.com/UK/en_GB/ride
- saucony.com/UK/en_GB/mens-wide-widths
- brooksrunning.com/en_gb/mens/road-running-shoes/ghost-17/1104421D033.105.html
- brooksrunning.com/en_gb/mens/road-running-shoes/ghost-17/1104421D325.080.html
- brooksrunning.com/en_gb/mens/road-running-shoes/ghost-17/1104421D090.110.html
- asics.com/gb/en-gb/gel-cumulus-27/p/1011B960-401.html
- saucony.com/UK/en_GB/ride-18-wide/195020803301.html
- brooksrunning.com/en_gb/womens/road-running-shoes/ghost-17-gtx/1204511B020.100.html
- brooksrunning.com/2024_Corporate_Responsibility_Report_173400_EN-CA.pdf
- assets.asics.com/system/media_libraries/25211/file.pdf
- assets.asics.com/system/media_libraries/16206/file.pdf
- brooksrunning.com/S24-CR-Report_EN-CA_LR.pdf
- brooksrunning.com/Annual Disclosure: Unsold Consumer Products.pdf
Searching for shoe options
I need to find answers while keeping in mind that wide sizing varies a lot, and the New Balance 880 wide might not be available. I should search for retailers like Run4It or Sportshoes to find current options and models that fit. I could recommend the Saucony Ride 18 Wide as a top buy, and maybe the Brooks Ghost 17 Wide or New Balance 880v15 2E if they're in stock. Time to search!
- tomsguide.com/best-picks/best-mens-running-shoes
- tomsguide.com/wellness/running/hoka-clifton-pro-review
- tomsguide.com/best-picks/best-running-shoes
- tomsguide.com/wellness/running/hoka-brooks-and-asics-are-on-sale-this-weekend-here-are-my-29-top-running-shoe-picks-up-to-50-percent-off
- tomsguide.com/wellness/running/asics-running-shoes-are-on-sale-from-just-usd54-25-deals-you-cant-miss-with-up-to-53-percent-off
- asics.com/gb/en-gb/gt-2000-14-wide/p/1011C055-001.html
- idealo.co.uk/compare/206303679/hoka-clifton-10-wide.html
- pricespy.co.uk/product.php
- newbalance.co.uk/pd/fresh-foam-x-880v15/M880B15-2E-09.html
- idealo.co.uk/compare/206321882/hoka-clifton-10-women-wide.html
- idealo.co.uk/compare/206303667/hoka-clifton-10-wide-1162032-hsk-hoka-blue-skyward-blue.html
- snowleader.co.uk/en/clifton-10-wide-m-black-white-HOKA01318.html
- supersales.co.uk/p/asics-gt-2000-14-wide-688e059b028ef735b5046822
- idealo.co.uk/compare/207248753/asics-gt-2000-14-1011c056.html
- sportsdirect.com/asics-asics-gt-2000-14-road-running-shoes-mens-212655
- achillesheel.co.uk/products/mens-clifton-10-wide-fit-running-shoes-black-white
- johnlewis.com/asics-mens-gt-2000-14-running-shoes-black-multi/p114559902
- reddit.com/r/Hoka/comments/1tpm44e/clifton_10s_on_sale/
- reddit.com/r/Hoka/comments/1ueweg7/clifton_10_sizing_question/
- assets.asics.com/system/media_libraries/24892/file.pdf
- reddit.com/r/Hoka/comments/1tpqx0j/clifton_10_issues/
- reddit.com/r/Hoka/comments/1urjqb7/hoka_clifton_10_sizing_help/
- reddit.com/r/RunningShoeGeeks/comments/1v4lbue/uk_new_balance_summer_selection_sale_with_extra/
- reddit.com/r/Hoka/comments/1v2yreu/where_to_buy_womens_clifton_10_2exwide_online/
- reddit.com/r/widefeet/comments/1u20cx2/looking_for_a_shoe_with_a_clifton_10_xwide/
- reddit.com/r/AskRunningShoeGeeks/comments/1uf21a8/thoughts_on_the_gt2000_14/
- reddit.com/r/asics/comments/1ngx7if
- reddit.com/r/Hoka/comments/1kqage9
- reddit.com/r/UKRunners/comments/1qhwtrv/anyone_tried_the_new_hoka_clifton_deals_in_the/
- reddit.com/r/AskRunningShoeGeeks/comments/1pzri3t/gt2000_14_alternatives/
- d20gumdjgesxpn.cloudfront.net/wp-content/uploads/2025/02/HOKASpring25-compressed.pdf
- athleticsweekly.com/wp-content/uploads/securepdfs/2025/06/January-09-2020.pdf
- athleticsweekly.com/wp-content/uploads/2017/04/Running-shoe-buyers-guide-April-2017.pdf
- athleticsweekly.com/wp-content/uploads/securepdfs/2025/06/March-29-1980-Vol-34-No-13.pdf
- athleticsweekly.com/wp-content/uploads/securepdfs/2025/06/June-27-1981-Vol-35-No-26.pdf
- en.wikipedia.org/wiki/Asics_GT-2160
- en.wikipedia.org/wiki/Hoka_%28brand%29
- en.wikipedia.org/wiki/Asics_Gel-NYC
- en.wikipedia.org/wiki/Asics_Gel-1130
- arxiv.org/abs/2310.12341
- arxiv.org/abs/1306.4468
- arxiv.org/abs/1810.11981
- arxiv.org/abs/physics/0606064
- womanandhome.com/health-wellbeing/hoka-clifton-10-review/
- fitandwell.com/buying-guides/best-shoes-for-walking/
- t3.com/active/running/hoka-clifton-pro-launch-0626
- livescience.com/best-running-shoes-for-supination
- marieclaire.co.uk/life/health-fitness/best-running-shoes-for-women
- saucony.com/UK/en_GB/ride-18-wide/59944M.html
- brooksrunning.com/en_gb/mens/road-running-shoes/ghost-17/1104421D325.090.html
- achillesheel.co.uk/products/mens-clifton-10-wide-fit-running-shoes-black-white
- pricespy.co.uk/product.php
- asics.com/gb/en-gb/gt-2000-14-wide/p/1011C055-001.html
Clarifying shoe advice
I need to clarify that wide feet don't necessarily mean overpronation. A good tip is: "Don't buy stability shoes unless you genuinely need them." I don't think a citation is essential for this general advice, but I might refer to ASICS. I want to formulate a recommendation for the user, perhaps suggesting the Ride 18 Wide. I’ll include a checklist: thumb width, no pressure, heel locked, late-day fit, and return policy. The focus should be on concise buying recommendations.
Assistant
For your 20 km/week of road running and £150 budget, I’d buy the Saucony Ride 18 Wide.
Best choices
-
Saucony Ride 18 Wide: best overall
- £78 currently on Saucony UK, reduced from £130.
- Neutral, everyday road shoe with a good balance of cushioning and responsiveness.
- Best fit if you want one shoe for most runs without a “max-cushion” feel. (saucony.com)
-
Brooks Ghost 17 Wide: safest comfort pick
- £94.50 currently, reduced from £135.
- Soft, dependable cushioning and balanced support; particularly suitable for easy runs and general training.
- Check the exact colour/size carefully, as availability varies and some wide versions are listed as preorder or sold out. (brooksrunning.com)
-
HOKA Clifton 10 Wide: if you prefer very cushioned shoes
- Around £98 at one UK running retailer, with other listings under £150.
- Lightweight, cushioned and road-oriented, but the rocker-like shape and HOKA feel are more distinctive, so try them on if possible. (achillesheel.co.uk)
-
New Balance Fresh Foam X 880v15: if you need a broader, more conventional fit
- The 2E Wide version is currently listed around £104 by UK price comparison data.
- A sensible daily trainer, especially if New Balance’s width options fit your foot shape better than Saucony or Brooks. (pricespy.co.uk)
-
ASICS GT-2000 14 Wide: only if you want extra guidance
- £98 currently, reduced from £140.
- A road shoe with a stability/guidance design, so choose it if you know you prefer or need that feeling, not simply because your feet are wide. (asics.com)
My recommendation
- Buy the Saucony Ride 18 Wide if you want the best value and a versatile neutral shoe.
- Choose the Brooks Ghost 17 Wide if softness and comfort matter most.
- Choose the HOKA Clifton 10 Wide if you like substantial cushioning and a rocker-style ride.
When trying them on, run or walk in them with your usual socks. You should have roughly a thumb’s width in front of your longest toe, no pressure over the little-toe side or big-toe joint, and a secure heel without tightening the laces excessively. Don’t assume a regular shoe in a larger size is equivalent to a proper Wide/2E version.
Your brand must be ready before the answer forms
Clear product facts and credible public evidence give the system more to recognise, retrieve and compare.
- ModelNo matching modelsgpt-5.6-solFrontier model for complex professional workgpt-5.6-terraGPT-5.6 model that balances intelligence and costgpt-5.6-lunaGPT-5.6 model optimized for cost-sensitive workloadsgpt-5.5A new class of intelligence for professional workgpt-5.5-pro-2026-04-23gpt-5.5-progpt-5.5-2026-04-23gpt-5.4-pro-2026-03-05gpt-5.4-progpt-5.4-miniFaster, cost-efficient version of GPT-5.4gpt-5.4-nanoFastest, most cost-efficient version of GPT-5.4gpt-5.4-2026-03-05gpt-5.4Intelligence at scale for agents & professional workgpt-5.3-codexgpt-5.3-chat-latestgpt-5.2-pro-2025-12-11gpt-5.2-progpt-5.2-codexgpt-5.2-chat-latestgpt-5.1-codex-minigpt-5.1-codex-maxgpt-5.1-codexgpt-5.1-chat-latestgpt-5.1-2025-11-13gpt-5.1gpt-5-pro-2025-10-06gpt-5-progpt-5-nano-2025-08-07gpt-5-nanoFastest, most cost-efficient version of GPT-5gpt-5-mini-2025-08-07gpt-5-miniSmaller, faster version of GPT-5 for well-defined tasksgpt-5-codexgpt-5-chat-latestgpt-5-2025-08-07gpt-5gpt-4.1Smartest non-reasoning modelgpt-4.1-miniSmaller, faster version of GPT-4.1gpt-4.1-nanoFastest, most cost-efficient version of GPT-4.1gpt-4.1-nano-2025-04-14gpt-4.1-mini-2025-04-14gpt-4.1-2025-04-14o4-mini-2025-04-16o3-2025-04-16o3Smartest reasoning modelo3-minio3-mini-2025-01-31o1-pro-2025-03-19o1-proA version of o1 that uses maximum compute for more reliable responseso1-2024-12-17o1chat-latestgpt-4ogpt-4o-minigpt-4o-search-previewFast, up-to-date answers with clear and relevant citations from the webgpt-audio-mini-2025-12-15gpt-audio-mini-2025-10-06gpt-audio-mini
Customers do not all see the same model
One result is useful evidence, not a universal verdict on how every customer’s AI will respond.
Some signals that may help your brand become part of the answer
Agent-led discovery is already a paid channel
Businesses can already buy placements inside some agent journeys. In one documented ChatGPT car rental flow, Avis ads appeared while the shopper researched Hertz. This single case does not prove that the ad changed the recommendation or that every platform works the same way. It shows that paid placement now sits alongside earned recommendations.
As visibility becomes valuable, bad actors follow
Black-hat tactics may lift visibility briefly by manipulating what AI systems see or how they behave, but they put customer trust and the brand at risk.
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Looking ahead, shopping becomes agentic
One possible direction, not a forecast for every purchase, is that trusted agents coordinate more of the journey after a customer expresses the outcome.
Scenario boundaryUCP can carry checkout handoffs; AP2 can add verifiable authorization. The multi-person agent coordination shown is illustrative, not defined by either protocol. The business remains the merchant of record.
Shopping meant doing every step
On a computer, one person searched, compared, collected preferences and checked out.
Manual pizza ordering. One person finds local delivery, checks restaurant menus, asks each friend what they want, compares prices and delivery times, chooses a restaurant, configures four pizzas, reviews the basket and fees, enters delivery and payment details, places the order and receives confirmation..
The screen changed, not the work
On a phone, the person still searched, chose and entered every detail.
Manual mobile shopping. One person scrolls restaurant menus, messages friends, configures four pizzas, enters checkout details and pays..
Order pizza for me, Maya, Theo and Sam.
Shopping starts with the outcome
One person asks for pizza for the group. Trusted agents coordinate the preferences and order.
The customer says, “Order pizza for me, Maya, Theo and Sam.” The shopping agent confirms it is working, retrieves its customer’s Margherita preference, waits while the group’s personal agents resolve Ortolana, Capricciosa and Diavola, finds a suitable restaurant, checks the menu and delivery fit, then confirms: “I placed the order with a nearby pizza restaurant. Four pizzas: Margherita, Ortolana, Capricciosa and Diavola. Total: £64.80 including delivery.” The customer replies, “Thank you,” and the agent closes with, “No problem.”. The shopping agent asks Maya’s personal agent for her preference. It checks her saved favourites and exclusions, selects an Ortolana and responds.. The shopping agent asks Theo’s personal agent for his preference. It reviews his recent orders and dietary profile, selects a Capricciosa and responds.. The shopping agent asks Sam’s personal agent for his preference. It checks his usual order and spice preference, selects a Diavola and responds..
The merchant stays in control
The restaurant checks the order, authorization, menu availability and kitchen capacity before accepting.
The restaurant receives a new order request, reviews the four pizzas and delivery details, confirms payment authorization status, checks menu availability and kitchen capacity, accepts the order, then sends the ticket to the kitchen.. Checkout request received. Buyer authorization verified. Merchant accepts under its rules.
Coordination continues after checkout
The accepted order moves through preparation and delivery as one coordinated handoff.
The agent follows the order through fulfilment. One coordinated handoff carries the whole group order.
The outcome replaces the process
Everyone gets a personalised choice without one person managing each step.
Four individual preferences resolve into one order. No one has to manage the transaction step by step.
The shift is already underway. Your business needs to be ready for what comes next
This will impact your business
AI will change how customers find, compare and buy products. The impact will differ by business, but no business can ignore it. Founders need to stay involved, prepare their teams and decide where to act first.
There is no fixed playbook
Everything is moving fast. A tactic can become obsolete within days. Keep watching, testing and adapting instead of relying on one playbook.
This is an opportunity to grow
This change is not only a risk. It can help you reach new customers, reduce friction and create better buying journeys. Businesses that understand the shift and adapt can use it to grow.
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Join the waitlistSources and limitations
- Google, AI Mode updates from I/O 2025
Supports query fan-out and related research. Availability varies by market and account.
- Amazon Seller Central, January 2025 title requirements
Establishes the earlier 200-character limit for most categories.
- Amazon Seller Central, July 2026 product-title update
Revalidate after 27 July 2026 before describing the change as live.
- Amazon, Interests
Explains translation of everyday language into queries and attributes.
- Amazon, Rufus usage and shopping behaviour
More than 250 million customers had used Rufus in 2026 by 13 May; the purchase relationship is associative, not causal, and Rufus was renamed Alexa for Shopping.
- Pew Research Center, Google users and AI summaries
U.S. browsing-panel study covering 68,879 Google searches in March 2025. “Around two-thirds” includes searches where the user continued elsewhere on Google or left without clicking a search-result link. It measures general search behaviour, not commerce journeys, purchases or agent decisions.
- Google Search Central, generative AI optimisation guidance
Supports foundational SEO, useful content and accurate commerce information.
- Google Search Central, generative AI performance reports
Supports the June 2026 limited test and reported dimensions.
- OpenAI, product checkout specification
Merchants retain order, payment and compliance systems.
- Juozas Kaziukėnas, Hertz and Avis observation
Evidence of one public interface state, not universal behaviour or causal influence.
- Google Search spam policies
Defines Google’s boundary around attempts to manipulate generative responses in Search.
- CrowdReply
Describes the service’s positioning, not independent evidence of effectiveness.
- Dawood Khan, CrowdReply case-study post
Includes the aged-account description; performance claims are unverified.
- CrowdReply refund policy
Refers to submitted comments, threads and moderator removals.
- Reddit Rules
Requires authentic participation and prohibits spam and content manipulation.
- Federal Trade Commission, endorsement guidance
Local legal requirements must be checked for other markets.
- OpenAI, Understanding prompt injections
Defines prompt injection and gives an indirect recommendation example.
- OWASP GenAI Security Project, LLM01:2025 Prompt Injection
Defines direct and indirect prompt injection.
- NIST, Strengthening AI Agent Hijacking Evaluations
Defines agent hijacking in the context of indirect prompt injection and unintended action.
- Google, AI Mode shopping and virtual try-on
Supports Shopping Graph scale, refresh rate and current shopping capabilities.
- Shop with Google, The Devil Wears Prada 2 cinema campaign
Supports how Google’s virtual try-on was presented through a fashion-led cinema collaboration; it does not establish audience adoption or effect.
- Google Ads, Discovering & Shopping Made Easy with Google AI
Demonstrates Google’s promoted shopping journey across AI Mode, virtual try-on and YouTube; it is advertising, not observed customer behaviour.
- StatCounter Global Stats, worldwide search-engine market share
June 2026 tracked usage; not all product discovery or assistant activity.
- Google I/O 2026 opening keynote
Reports Gemini, AI Mode and AI Overview monthly audiences; the products and audiences overlap and are not shopping-specific.
- OpenAI, May 2026 publisher-partnership announcement
Reports more than 900 million weekly active ChatGPT users worldwide; not shopping-specific usage.
- Microsoft, fiscal 2026 first-quarter earnings call
Overall consumer and professional Copilot usage.
- Amazon, generative and agentic AI shopping
Includes visual-search, Interests and historical Rufus measures; conversion is associative. Amazon renamed the assistant Alexa for Shopping in May 2026.
- Google Search Central, helpful, reliable, people-first content
E-E-A-T is not a specific ranking factor or universal AI framework.
- Google Search Central, AI features and your website
Says no separate AI file or special schema is required for AI Overviews or AI Mode.
- Google, new controls and insights for website owners
Confirms the initial rollout to a subset of UK site owners; availability is mutable.
- Google, Universal Cart and agentic shopping
Reports more than 60 billion Shopping Graph listings in May 2026; it does not establish recommendation quality.
- Similarweb, global website and AI-chatbot traffic analysis
May 2026 analysis of website visits, not unique users; excludes app-only, API and most embedded-assistant activity. The displayed “Other” share is the arithmetic remainder.
- Google, how people use AI Mode
Based on Google Trends and query data; growth rates describe query categories, not their total share or commercial outcomes.
- OpenAI and NBER, How People Use ChatGPT
Privacy-preserving sample of approximately 1.1 million consumer-plan conversations through June 2025; several authors are OpenAI employees. “Purchasable products” accounts for 2.1% of sampled messages, within ChatGPT rather than the wider search market.
- OpenAI, API models
and [OpenAI, API usage tiers](https://help.openai.com/en/articles/6643435). OpenAI lists multiple models and says API usage and spend can advance accounts to higher usage tiers; availability and limits vary by account.
- Anthropic Economic Index, March 2026
Sample of one million Claude conversations from February 2026; task and personal-use classifications are not comparable with other platforms’ taxonomies.
- Microsoft Research, how people use Microsoft 365 Copilot Chat
Analysis of approximately 5.5 million enterprise sessions; describes workplace use, not consumer or shopping intent.
- Sensor Tower, State of AI 2026
Estimates that the ChatGPT mobile app reached one billion monthly active users in May 2026; app activity excludes web-only, API and embedded-product use.
- Reuters, ChatGPT app reaches one billion monthly active users
Corroborates Sensor Tower’s May 2026 ChatGPT estimate and 56 million Claude monthly active app users; the figures are modelled estimates, not company disclosures.
- El País / EFE, Q2 2026 AI-assistant monthly active app users
Reports Sensor Tower’s like-for-like app estimates for ten assistants; users may overlap across apps, and app activity excludes web-only, API and embedded-product use.
- Microsoft, fiscal 2026 third-quarter earnings call
Reports that Bing reached one billion monthly active users in April 2026; Microsoft does not publish a directly comparable intent distribution in the same disclosure.
- Yang et al., The Adoption and Usage of AI Agents
Analyses hundreds of millions of anonymised Perplexity Comet interactions; 57% of agentic queries were productivity/workflow or learning/research, but Comet use is not all Perplexity use.
- Bing Webmaster Tools, AI Performance
Lists grounding-query intent classes such as informational, commercial, navigational, research and local, but does not publish the share of Bing usage in each class.
- IBM Institute for Business Value and NRF, Consumers are using AI before shopping begins
Survey of more than 18,000 consumers across 23 countries in Q3 2025; the reported behaviours are self-described rather than observed transactions.
- Google, AI transforms Shopping
Reports more than one billion shopping activities on Google per day in October 2024; this is a platform-defined activity count, not unique shoppers or purchases.
- Constructor and Shopify, State of Ecommerce 2025
Survey of more than 1,500 consumers in the US, UK and Germany. Respondents could select multiple product-search starting points, so Google 84%, Amazon 63% and LLMs 13% are overlapping behaviours, not market shares.
- Jungle Scout data in EMARKETER, The Modern Customer Journey
2024 US survey of 1,000 consumers; multiple answers were accepted and the sample skews older, with 49% aged 59 or above.
- Remazing and Appinio, Global Amazon Shopper Report 2025
Survey of 5,678 Amazon shoppers across the US and five European markets; 75% preferred beginning on Amazon when uncertain. This describes Amazon shoppers, not the population as a whole.
- MFour, Prime Big Deal Days Check-in 2025
US in-app behavioural panel drawn from more than 40,000 consumers per month. During the observed event, 1.5% used ChatGPT in the five minutes before Amazon, close to the study’s random baseline; the event window is not representative of all shopping.
- Pew Research Center, ChatGPT use by age in 2025
US survey of 5,123 adults. Measures whether a respondent had ever used ChatGPT, not frequency, shopping use or purchase intent.
- KPMG, Consumer Pulse Holiday 2025
US survey of 2,021 adults. The age comparison measures frequent use of ChatGPT or similar AI tools for gift or purchase ideas in a holiday context, not ChatGPT alone or completed purchases.
- Sony, WH-CH720N
Supports the stated noise-cancelling capability, call design and up-to-35-hour battery claim; price and availability can change.
- Bose, QuietComfort Headphones
Supports the stated noise-cancelling capability, call capability and up-to-24-hour battery claim; price and availability can change.
- JBL, Tune 770NC
Supports the stated adaptive noise cancelling, calls and up-to-44-hour battery claim with ANC on; price and availability can change.
- Bose QuietComfort
(£229.95) and [JBL Tune 770NC](https://uk.jbl.com/TUNE770NC.html) (£49.99), plus a current market observation for [Sony WH-CH720N](https://www.whathifi.com/headphones/wireless-headphones/sony-wh-ch720n) (around £75). Prices, promotions, stock and retailers can change.
- Google Research, Conversational Recommendation as Retrieval
Models conversations as queries and items as documents to retrieve; it supports the retrieval mechanism, not a universal production-system pipeline.
- Amazon Science, Shopping Queries Data Set
Uses semantic query-product matching and graded relevance judgements to study ranking; it does not disclose Amazon’s complete live ranking system.
- Google Search Central, Product structured data
Explains how structured product details and Merchant Center feeds support eligibility, understanding and verification; enhancements and inclusion are not guaranteed.
- Google Merchant Center, availability attribute
Requires availability to match across product data, landing pages, structured data and checkout; documented mismatches can trigger product disapproval.
- Google Merchant Center, store pages
Explains how businesses can express brand identity and how Google combines the merchant voice with customer reviews and shopping-experience information.
- Google Search Central, discussion forum structured data
Describes forums as places where people collectively share first-hand perspectives; eligible markup does not guarantee appearance.
- OpenAI and Reddit partnership
Confirms OpenAI access to Reddit’s real-time, structured content to help its products understand and surface community discussion, especially on recent topics.
- Google, expanded Reddit partnership
Confirms Google’s structured access to Reddit content for display, training and other uses; it does not imply that every post enters every model or answer.
- OpenAI, Buy it in ChatGPT
Says product results are organic and relevance-led; when multiple merchants sell the same product, merchant selection may consider availability, price, quality, primary-seller status and checkout support.
- Cloudflare Radar, worldwide bot-versus-human requests to HTML content
Shows 58.7% likely automated and 41.3% likely human HTTP requests to HTML content for the last seven days, captured 28 July 2026. Cloudflare classifies bot scores 1–29 as likely automated and 30–99 as likely human. The automated share includes crawlers, monitors and other bots; it is not a measure of AI-shopping-agent traffic, customers or sales.
- Google Developers Blog, Universal Commerce Protocol
Explains how UCP supports commerce flows and checkout handoffs. It does not define the illustrative multi-person coordination shown here or establish current adoption.
- Agent Payments Protocol, AP2 specification
Defines checkout and payment mandates for authorised agent transactions and compatibility with UCP. It does not define the illustrative multi-person coordination shown here or establish current adoption.