AI Now Shops For Customers – Will The Agents Find Your Brand?

In case you missed it (which we doubt), OpenAI just made a major move. Shoppers can now buy products directly in ChatGPT, thanks to a pilot with brands like KAYAK, Instacart, Klarna, Etsy, and Shop.app by Shopify. The feature is live, shoppers are using it and it offers a huge shift in buying behaviour. So how can you make sure not to be left behind?

Fashion is already a highly complex category to sell, dominated by volatile factors like fit, feel and emotional expression. With sales cycles faster than any other industry, retailers now have to optimise for AI agents who interpret intention over keywords.

In this new era of agentic shopping, AI-powered assistants are making curated, purchase-ready recommendations – this is web research 2.0. Hyper-contextual, multi-modal, and no longer dependent on traditional SEO, the implications for fashion are massive.

While ‘in-AI’ purchasing is brand new, people have been using GenAI for product discovery for a while. And with OpenAI’s user base surpassing 100 million monthly active users faster than any tech in history, if your product data isn’t agent-ready today, you won’t be found tomorrow.

Is Your Business Ready?

What we’ve seen in the past week is not only a shift from SEO to GEO. It’s a shift from searching to delegating.

With ChatGPT now making real-time purchase recommendations on behalf of users, agents have started acting instead of plain reacting. They interpret natural language, filter the web, and choose who gets visibility. And the difference between being surfaced or skipped? It comes down to your product data.

Agentic systems don’t crawl Google results or wait for ad clicks. Instead, they rely on and select from structured, context-rich sources that match shopper intent with surgical precision. If your catalogue isn’t structured in a way these agents can parse and prioritise, you risk to lose visibility, which leads to missed opportunities and lower margin.

With Mapp Fashion, Your Product Data Speaks Fluent Fashion

Mapp Fashion helps fashion retailers bridge the language gap between shopper and brand to better match intent with inventory. Our proprietary fashion taxonomy modeldecodes over 26,000 style attributes and emotional drives. Ranging from necklines and embellishment to occasion and modesty relevance, our attribute enrichment process make your product discoverable by both humans and AI agents, as well as powering deep relevance and unlocking personalisation from your existing tech.

Mapp Fashion transforms your catalogue into customer language and aligns with how people really think, feel, and shop for fashion, with moods, moments, and mindsets front and centre. We ensure you’re surfaced for highly specific, high-intent queries and can quickly discern what each visitor is looking for in session so you can show you really ‘get them’. With Mapp Fashion, your product feed becomes ready to meet AI agents on their terms and improve the experience for human visitors at the same time.

Discovery As the New Differentiator

If your tech stack isn’t speaking fluent fashion, your market share isn’t safe.

Don’t wait until AI is the default interface. Now’s the time to be in the feed or out of the game.

Ready to make your stack AI-agent ready?

Book a 30-min strategy call with Mapp Fashion Experts ›