tech
Klarna Plugs Practical Agentic Commerce Into ChatGPT
Klarna has launched its AI-powered shopping search app in popular conversational AI, ChatGPT for real-time product discovery using natural language prompts
TL;DR
- Klarna has launched a Shopping Search app on OpenAI's ChatGPT, enabling conversational product discovery.
- Users can interact using natural language to find, compare, and get pricing and availability information for products from Klarna's network.
- Transactions are completed on merchant sites after users select products within ChatGPT.
- Adobe data indicates a 700% increase in traffic to retail sites from AI platforms during the 2025 holiday season, with a 31% conversion rate.
- This signals a potential shift in consumer behavior from traditional search engines to AI interfaces for shopping.
- Financial institutions like NatWest are also adopting ChatGPT for consumer services, offering mortgage advice and financial breakdowns.
- OpenAI's partnership with Plaid allows US ChatGPT Pro users to link financial accounts for data analysis, enhancing financial literacy.
- Both Klarna and NatWest maintain a separation between AI advisory functions and actual transaction execution.