Source & Methodology: Content is aggregated from various sources using OpenAI technology. All information should be verified with the primary source.
OpenAI Rolls Out In-Chat Buying: Instant Checkout + Agentic Commerce Protocol
ChatGPT becomes a shopping hub with Instant Checkout and new commerce protocol
On September 29th, OpenAI introduced Instant Checkout in ChatGPT for US users and unveiled an open Agentic Commerce Protocol that lets merchants surface products and complete purchases without leaving the chat. Early integrations include Etsy listings and select Shopify merchants, with OpenAI saying merchants will pay a transaction fee (amount undisclosed). The move positions ChatGPT as a storefront and a broker for agent-run purchases rather than just a search surface.
Source: OpenAI, WSJ, TechCrunch
Marketing Implications
If you sell online—especially in categories with moderate to high research intent (electronics, beauty, travel, etc.)—start exploring how your product feeds or Shopify integrations can connect to OpenAI’s Agentic Commerce Protocol. You’ll want your catalogue discoverable and purchasable directly inside ChatGPT, since AI search is evolving into AI storefronts. Expect attribution to shift away from your site, so plan measurement and budgeting around new “in-chat” conversion surfaces.
Sora 2 Arrives — and OpenAI Launches a TikTok-Style Sora App
OpenAI expands creative AI with Sora 2 and a new short-form video platform
On September 30th, OpenAI released Sora 2 with improved physics and lip-sync and launched a companion social app, Sora, on iOS in the US and Canada. The app hosts a TikTok-like feed and a “Cameo” feature to generate videos using consenting likenesses. OpenAI also added controls for where and how AI doubles appear. Access remains invite-only.
Source: OpenAI, TheVerge, TechCrunch
Marketing Implications
Treat Sora as a new short-form video environment where AI-generated content can trend like TikTok. Test creative workflows using Sora 2 for campaign assets and influencer-style storytelling. Build internal policies now for likeness permissions, watermarking, and disclosure before branded content or user remixing begins to scale.
Meta Plans to Sell Targeted Ads Based on Data in your AI Chats
Meta turns AI chat data into the next frontier for ad targeting.
On October 1st, Meta confirmed it’s preparing ad products that use signals from conversations with its AI assistants (e.g., interests expressed in chat) to improve targeting. The company says it will offer controls and disclosures, but details on opt-outs are pending. This expands Meta’s first-party data strategy and could become a new high-intent signal for performance advertisers.
Source: TechCrunch, Reuters, WSJ
Marketing Implications
Prepare for a new, high-intent signal stream. If compliant in your markets, conversational cues inside Meta’s AI products could rival search data for precision targeting. Plan tests that use these audiences carefully, ensuring your consent language, exclusions, and creative tone fit conversational contexts—not just feed environments.
Google Reveals Gemini-Powered Smart Home Lineup and Strategy
New Nest cameras, doorbell, redesigned Home app, and a coming Gemini Home speaker.
On October 1st, Google refreshed its smart-home hardware and software around Gemini, debuting new 2K Nest cameras and an overhauled Home app with AI features. A Gemini-powered Home speaker is teased for 2026. The Verge and WIRED detail the device specs and how “Gemini for Home” replaces legacy Assistant experiences.
Source: TheVerge, TechCrunch, Wired
Marketing Implications
Marketers should start preparing for new in-home media surfaces as Gemini integrates into Nest devices and the Home app. These AI-driven interactions will shift engagement from screens to voice and camera contexts, opening opportunities for service- and utility-based brand experiences through routines and alerts. Teams should test new attribution models that capture off-screen conversions, redefine performance metrics around intent and task completion.
Perplexity’s Comet AI Browser is Now Free for Everyone
Perplexity opens access to Comet, its AI-powered browser for everyday use.
On October 2nd, after a paid preview, Perplexity made Comet free globally, positioning it as an AI-first alternative to Chrome with integrated search, “travel-with-you” assistance, and a $5 Comet Plus content bundle for certain publishers. The company says Comet will remain free as it pursues scale.
Source: Perplexity, TheVerge
Marketing Implications
If Comet gains adoption, SEO and referral traffic patterns will shift again. Optimise your content for AI summarisation and structured snippets, not just page rank. Review your robots.txt and metadata settings to ensure your content can be surfaced, and explore early paid content partnerships if Comet starts offering branded placements.
Perplexity Acquires Visual Electric Team; Standalone App to Sunset
Perplexity absorbs Visual Electric to boost creative tools in its AI ecosystem.
On October 2nd, Perplexity acquired the team behind Visual Electric and will wind down the VE service within ~90 days. The team will work on new consumer product experiences for Perplexity and its Comet browser, signalling a deeper push into creative media tools.
Source: Visualelectric, EconomicTimes, TechCrunch
Marketing Implications
Expect AI search and creative generation to merge. Prepare your creative teams to work inside AI browsers that can instantly generate ad variations or shoppable visuals. Test “instant concept” production cycles—moving from prompt to placement in hours rather than weeks.
PayPal’s Honey Will Integrate with ChatGPT and Other AIs for Shopping Assist
PayPal’s Honey joins ChatGPT to power smarter in-chat shopping assistance.
On September 30th, PayPal said its Honey extension will plug into ChatGPT and other AI assistants for price comparisons and purchasing help, following PayPal’s broader agentic commerce initiatives this month. The integration aims to capture in-chat shopping intent and smooth checkout.
Source: TechCrunch
Marketing Implications
Affiliate and coupon mechanics are moving inside AI assistants. Review how your offers, feeds, and promo codes can be surfaced through these integrations. Attribution models will need updating—traditional last-click tracking won’t capture in-assistant conversions.
Universal and Warner Near Landmark AI Licensing Deals
Universal and Warner close in on first-of-their-kind AI music deals
On October 3rd, The Financial Times reported that Universal Music and Warner Music are close to licensing agreements with multiple AI companies (including Google and Spotify discussions) covering training and generation. Reuters matched the reporting.
Marketing Implications
Once finalised, expect legal frameworks for licensed synthetic music and voices. This opens opportunities for brands to commission AI-generated soundtracks or jingles without rights risk. Start exploring sonic branding options and music partnerships built on these new AI-cleared assets.
