{"id":118011,"date":"2025-05-05T17:00:53","date_gmt":"2025-05-05T15:00:53","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=118011"},"modified":"2025-05-06T09:43:14","modified_gmt":"2025-05-06T07:43:14","slug":"chatgpt-shopping-pourquoi-les-retailers-doivent-se-tenir-prets","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/chatgpt-shopping-pourquoi-les-retailers-doivent-se-tenir-prets\/","title":{"rendered":"ChatGPT Shopping : pourquoi les retailers doivent se pr\u00e9parer"},"content":{"rendered":"\n

(mis \u00e0 jour<\/strong>) ChatGPT, le chatbot intelligent, aide d\u00e9sormais les gens \u00e0 faire leurs achats. Cette mise \u00e0 jour, d\u00e9ploy\u00e9e d’abord aux \u00c9tats-Unis puis dans le monde entier, change radicalement la donne pour le commerce \u00e9lectronique. L’ambition : \u00ab une exp\u00e9rience d’achat plus personnalis\u00e9e et conversationnelle \u00bb.<\/p>\n\n\n\n

La conversation au lieu de la recherche<\/h2>\n\n\n\n

OpenAI <\/strong>entre dans le territoire de Google <\/strong>Shopping : depuis le lundi 28 avril, les utilisateurs am\u00e9ricains – m\u00eame sans compte – peuvent demander \u00e0 ChatGPT de les aider \u00e0 faire leurs achats. ChatGPT reconna\u00eet les intentions d’achat dans les requ\u00eates de recherche et pr\u00e9sente ensuite un carrousel de produits correspondants, avec des images, des descriptions, des avis d’utilisateurs et un lien direct vers la page du produit chez les distributeurs.<\/p>\n\n\n\n

Pour l’instant, la nouvelle interface d’achat fonctionne dans les cat\u00e9gories mode, beaut\u00e9, articles m\u00e9nagers et \u00e9lectronique. Selon Adam Fry, chef de produit chez OpenAI, l’approche est fondamentalement diff\u00e9rente des r\u00e9sultats de Google bas\u00e9s sur des algorithmes : \u00ab\u00a0Il ne s’agit pas de rechercher des signaux sp\u00e9cifiques dans un algorithme. Il s’agit de comprendre comment les gens jugent quelque chose, comment ils en parlent, quels sont les avantages et les inconv\u00e9nients\u00a0\u00bb. ChatGPT enregistre \u00e9galement les pr\u00e9f\u00e9rences des utilisateurs, telles que leurs marques ou couleurs pr\u00e9f\u00e9r\u00e9es, afin de mieux adapter les recommandations.<\/p>\n\n\n\n

Qui ressort gagnant ?<\/h2>\n\n\n\n

OpenAI insiste sur le fait que les produits pr\u00e9sent\u00e9s ne sont pas sponsoris\u00e9s et que l’entreprise ne per\u00e7oit aucun revenu par le biais de liens d’affiliation. Les produits apparaissent uniquement sur la base des \u00ab m\u00e9tadonn\u00e9es des marchands et des donn\u00e9es que nous recevons de fournisseurs tiers \u00bb. Il n’y a pas de classement par prix, par d\u00e9lai de livraison ou par politique de retour. Nul doute qu’il y aura quand m\u00eame des collaborations commerciales par la suite ? Fry ne s’exprime pas encore \u00e0 ce sujet dans une interview accord\u00e9e \u00e0 Wired.<\/p>\n\n\n\n

Or, les tests effectu\u00e9s par Mashable ont \u00e9galement mis en \u00e9vidence des lacunes : la lenteur (jusqu’\u00e0 40 secondes pour une r\u00e9ponse) et les liens vers des boutiques obscures nuisent \u00e0 l’exp\u00e9rience de l’utilisateur, selon le site sp\u00e9cialis\u00e9. OpenAI \u00e9tudie d\u00e9j\u00e0 un syst\u00e8me permettant aux boutiques en ligne de soumettre leurs produits directement, via un formulaire de soumission sur le site web. Une telle int\u00e9gration directe pourrait donner une visibilit\u00e9 accrue aux petits acteurs.<\/p>\n\n\n\n

En effet, ChatGPT en tant qu’outil d’achat menace de bouleverser consid\u00e9rablement la visibilit\u00e9 des commer\u00e7ants en ligne et de leurs produits. Pendant des ann\u00e9es, les boutiques en ligne ont \u00e9t\u00e9 enti\u00e8rement optimis\u00e9es pour Google, mais une nouvelle fa\u00e7on de chercher (et d’acheter) est en train d’\u00e9merger, avec des r\u00e8gles du jeu compl\u00e8tement diff\u00e9rentes. Des r\u00e8gles du jeu qui, \u00e0 l’heure actuelle – et comme c’est typiquement le cas avec l’IA – sont encore floues et inconnues. Une chose est d’ores et d\u00e9j\u00e0 certaine : les avis et le \u00ab buzz \u00bb sur les produits vont devenir encore plus importants. Il s’agira donc d’activer les consommateurs avant tout, plut\u00f4t que d’y consacrer les budgets \u00ab Google ad \u00bb d’antan.<\/p>\n","protected":false},"excerpt":{"rendered":"

ChatGPT, le chatbot intelligent, aide d\u00e9sormais les gens \u00e0 faire leurs achats. Cette mise \u00e0 jour, d\u00e9ploy\u00e9e d’abord aux \u00c9tats-Unis puis dans le monde entier, change radicalement la donne pour le commerce \u00e9lectronique. L’ambition : \u00ab une exp\u00e9rience d’achat plus personnalis\u00e9e et conversationnelle \u00bb.<\/p>\n","protected":false},"author":5,"featured_media":118007,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[25],"tags":[],"people":[],"extra":[43],"company":[665,1688],"topic":[198,462],"region":[],"class_list":["post-118011","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","extra-plus","company-google","company-openai","topic-e-commerce","topic-innovation"],"acf":[],"yoast_head":"\nChatGPT Shopping : pourquoi les retailers doivent se pr\u00e9parer - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"ChatGPT aide d\u00e9sormais \u00e0 faire ses achats. 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