As OpenAI turns ChatGPT into a shopping destination, questions mount over how the platform handles attribution, affiliate content, and ethical grey areas in the AI-led customer journey.
OpenAI is developing a new e-commerce checkout feature within ChatGPT, as the LLM transitions into monetisation beyond the subscription model.
The company has already partnered with Shopify. According to the Financial Times, it is also in talks with merchants to enable in-chat transactions, allowing users to discover, select, and buy products without leaving the chatbot.
According to Kantar’s latest study, a net 61% of marketers planned to increase their creator spend for this year. However, with greater budget comes greater scrutiny.
According to Ben Smye, Head of Marketing at Atolls, while traffic can be gamed, influence can’t, and community and content partners shouldn't be judged purely on the last click.
From brands to creators, The Goat Agency’s Annabel Harris walks through how to make moves in 2026.
At CreatorFest 2026, I had the pleasure of sitting down with Pontus Eskilsson, VP Global Partnerships at Twitch.
