AI shopping assistant set to transform online shopping lands in UK
OpenAI’s Operator AI agent has launched in the UK, bringing a new level of automation to online shopping.
OpenAI’s Operator AI agent has launched in the UK, bringing a new level of automation to online shopping. The tool is designed to carry out tasks such as completing an online shopping order based on a user’s input, without the need for manual browsing or checkout.
Introduced last month, Operator can autonomously interact with websites, including navigating menus and buttons, to complete tasks like placing grocery orders.
Users can upload a photo of their shopping list, and the AI will carry out the process on their behalf. While it works autonomously, users are able to take control of the tool whenever needed.
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Available as part of the ChatGPT Pro subscription plan, Operator is currently in its research preview phase.
The tool has been trained to interact with various websites, navigate menus, and manage tasks like purchasing goods, with a focus on streamlining the online shopping process.
Its thought that retailers could see value in AI tools like Operator, particularly as it reduces friction in the consumer journey by handling multiple steps of the shopping process automatically.
For businesses, this technology could offer efficiencies in customer interactions, making it easier for consumers to complete purchases without navigating through complex checkout processes.
Operator is currently available to ChatGPT Pro subscribers, priced at £159 per month. OpenAI’s CEO, Sam Altman, has noted that AI agents like Operator have the potential to transform how businesses operate, particularly in areas of customer service and productivity.
Earlier this year, Altman said he believed AI agents would begin to “join the workforce” in 2025 and would “materially change the output of companies”.
As the retail sector continues to navigate changing technology and consumer demands, new regulations are also on the horizon, with the UK government introducing stricter measures for online retailers selling knives.
In a bid to curb underage access to dangerous items, the new rules will require retailers to implement tougher verification processes, while executives may face penalties if the regulations are not followed.
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