Shopping through AI, specifically large language models (LLMs), is becoming a reality. OpenAI announced that ChatGPT now allows users not only to search for products but also to purchase them directly within the chat interface. The Instant Checkout feature, built on the Agentic Commerce Protocol and Stripe, enables purchases from Etsy sellers and soon from over one million Shopify merchants. More than 700 million people use ChatGPT every week to find products they like and to handle everyday tasks. AI is becoming not just a place for discovery but also a place for conversion. So, what does this mean for affiliate marketing?
AI Draws Information from Affiliate Publishers
Affiliate marketing has never been just about clicks. Instead, it’s about building trust in a brand or product and, consequently, helping people make informed decisions.
- First of all, reviews explain differences between products, introduce them, and ultimately build brand awareness.
- Comparison sites and catalogs show the best choices among products and e-shops, making selection easier.
- Finally, cashback and coupons provide a complete overview of options and, as a result, persuade undecided customers.
According to CJ’s internal analysis, most sources ChatGPT uses for product information come from affiliate publishers. Affiliate partners’ content now powers the decision-making layer of AI for online shopping.
AI Is Changing the Customer Journey
The traditional customer journey involved discovery, comparison, and purchase across different platforms. Thanks to AI and protocols like ACP, these steps are merging into a single interface.
Affiliate doesn’t lose relevance—in fact, its role expands. Content, reviews, and pricing intelligence will continue to shape decisions, but now it’s essential to link influence directly to the transaction, even if there’s no traditional click.
Studies show that people check 3–7 sources before buying, and for expensive products, more than 10. And 66% of consumers verify AI-generated answers before purchasing. AI will be part of the journey, but not the entire journey. People will still seek verified, human-written information. Affiliate remains a central element of this process.
Moreover, LLMs will likely increase the overall volume of online shopping—lowering barriers, attracting new customers, and boosting purchase frequency.
How to Measure Affiliate Impact in the AI Era
Even as purchases move into AI environments, affiliate principles still apply:
- Event IDs from previous interactions can still be tracked.
- CJ offers Customer Journey Reporting and CJ Influence, which measure impact across channels.
- Open protocols like ACP will enable linking information sources to transactions.
The goal is to reward partners for influencing decisions—even when purchases happen inside an AI interface.
What Does This Mean for Brands and Publishers?
- Affiliate remains part of building trust between discovery and purchase.
- AI accelerates the customer journey, but affiliate ensures decision quality.
- The future is about measuring influence across the entire journey and connecting it to the transaction.
Affiliate marketing is becoming a key element of connected commerce, where discovery, influence, and purchase merge into one seamless experience.
