Kait Spong

Strategic Content Marketing Manager

AI... but without the identity crisis

I’ve purchased way more items in the TikTok shop than I care to admit — a rotary mandoline, freeze-dried candy, a Lafufu.

And it makes sense why. 

TikTok Shop drives sales by combining emotionally charged, creator-led content with strong social proof, making viewers feel excited and validated.

Now, ChatGPT has entered the chat. Pun intended. 🤭

While it’s not social shopping, ChatGPT is a new (possible) channel that will expand our perception of what online shopping can be: an experience where product discovery, recommendations, and checkout all happen in the same conversation. 

A shopper could ask, What’s the best running shoe for flat feet?, see a curated recommendation, and purchase it directly inside ChatGPT. 🤯

Consumers are craving this kind of experience because it feels effortless: ask a question, get an answer, complete the purchase — all in one place. For OpenAI, it’s a natural move that encourages more people to stay in ChatGPT. 

But for brands, the tradeoff is clear.

Every part of the interaction belongs to ChatGPT: the voice that answers, the logic behind the recommendation, and even the trust that shoppers build during the experience. 🤝

Your products may appear, but they’re separated from your brand identity, your tone, and the unique relationship you’ve worked hard to build with your customers.

While a conversational shopping strategy is essential for brands, you also need to implement it without giving up control of your customer relationships. 

Because even though AI is reshaping the way people discover and shop, one constant remains: Customers want to feel like they’re buying from you. And no third-party platform — not TikTok, not ChatGPT — can replicate that authenticity. 🤷🏻‍♀️

At the end of the day, the strongest strategy isn’t about ceding the shopping journey to outside platforms. It’s about owning the conversation and bringing the intelligence of AI directly into your site experience, where you can build relationships that truly last.

Outside of my 9-to-5

• What I’m Reading: Bunny by Mona Awad. I’ve heard so many good things about this (apparently terrifying) book, including from a coworker. Now, I am finally giving it a shot, especially with the synopsis reminding me of a cult classic I love, Heathers.
• What I’m Watching: Caught Stealing. Darren Aronofsky’s version of Snatch? I love an ensemble cast moment, and the character performances by Matt Smith and Regina King are phenomenal. 
• What Meal I Cooked for My Chef Partner: Birria Tacos. It was my first time making braised beef tacos (my dad would be proud at how I sussed out the perfect chuck roast), and I did pretty good! The leftovers will taste even better.

Looking for more content?

When was the last time a marketing email felt like it could read your mind?

Even with oceans of customer data and the rise of AI, most campaigns still fall short. In this high-impact session, we’ll reveal how to move beyond basic personalization and into the world of predictive, real-time marketing.

✨ What you’ll learn:

• How to turn data into foresight with AI-powered predictions
• The secret to crafting campaigns that optimize themselves
• Why the future of marketing feels almost magical

🎁 Bonus: Attend live and receive a free mysterious gift — designed to help you glimpse the future (offer available to brands and merchants only).

📅 Tuesday, September 9, 2025
🕛 12 p.m. EST l 5 p.m. BST l 6 p.m. CEST

👉 Save Your Spot

Since AI’s been helping me with all my shopping, maybe I can finally pick up a new hobby (I’m torn between voice lessons and pottery). What about you? I’ll check back in with the September 18th issue of The Edge. ✌🏼