{"id":75865,"date":"2025-11-09T01:45:39","date_gmt":"2025-11-09T01:45:39","guid":{"rendered":"https:\/\/dralysstore.com\/blog\/chatgpt-atlas-pushes-agentic-browsing\/"},"modified":"2025-11-09T13:19:04","modified_gmt":"2025-11-09T13:19:04","slug":"chatgpt-atlas-pushes-agentic-browsing","status":"publish","type":"post","link":"https:\/\/dralysstore.com\/blog\/chatgpt-atlas-pushes-agentic-browsing\/","title":{"rendered":"ChatGPT Atlas Pushes Agentic Browsing"},"content":{"rendered":"<div>\n<p>It is official. The humble web browser is now an AI agent, too, and it will almost certainly impact ecommerce.<\/p>\n<p>When it announced a new browser, <a href=\"https:\/\/chatgpt.com\/atlas\" target=\"_blank\" rel=\"external noopener noreferrer\" data-wpel-link=\"external\">Atlas<\/a>, on October 21, OpenAI confirmed the latest trend in artificial intelligence. AI companies are building models directly into the primary internet experience. These AI browsers summarize pages, compare options, and complete tasks without leaving a tab. They produce, in a sense, a new kind of zero-click.<\/p>\n<div id=\"attachment_1557457\" class=\"wp-caption alignnone\" style=\"width: 580px;\">\n<p id=\"caption-attachment-1557457\" class=\"wp-caption-text\">AI browsers such as Atlas summarize pages, compare options, and complete tasks without leaving a tab.<\/p>\n<\/div>\n<h3>Agentic Browsing<\/h3>\n<p>ChatGPT Atlas is not the first. Perplexity\u2019s Comet, The Browser Company\u2019s Dia, and Sigma are part of the same emerging class of AI-assisted \u2014 or perhaps AI-first \u2014 browsers, designed to transform the internet from a landscape of links into a unified workspace.<\/p>\n<p>Incumbent browser makers are not to be left out. Google Chrome, Opera Neon, Brave, and Edge Copilot all offer various blends of AI and browsing.<\/p>\n<p>Together, these agentic browsers signal a redefinition of how people move from search to purchase. Instead of typing a query, clicking results, and hopping from one merchant to another, users could stay inside the viewport as their browser does the work.<\/p>\n<p>To be sure, this change is part of the emerging agentic commerce industry. OpenAI\u2019s release makes these changes seem much more imminent.<\/p>\n<h3>Then and Soon to Be<\/h3>\n<p>For nearly 30 years, the online <a href=\"https:\/\/www.practicalecommerce.com\/how-to-map-a-customer-journey\" data-wpel-link=\"internal\" target=\"_blank\" rel=\"noopener\">buying journey<\/a> has followed the same path and pattern, a combination of impression, click, browse, product page, cart, checkout.<\/p>\n<p>Every stage of that journey generated a data signal and an opportunity for advertisers and marketers to target a keyword, insert a bid, or buy a sponsored listing. Search engine optimization, retargeting, and affiliate links fed the sequence.<\/p>\n<p>Some of these steps are fundamental \u2014 or at least we think they are. Other patterns will change.<\/p>\n<h3>3 Models<\/h3>\n<p>A just-released McKinsey &amp; Company report, \u201c<a href=\"https:\/\/www.mckinsey.com\/capabilities\/quantumblack\/our-insights\/the-agentic-commerce-opportunity-how-ai-agents-are-ushering-in-a-new-era-for-consumers-and-merchants\" target=\"_blank\" rel=\"external noopener noreferrer\" data-wpel-link=\"external\">The agentic commerce opportunity<\/a>,\u201d described three possible shopping flows.<\/p>\n<ul>\n<li><strong>Agent to site,<\/strong> where the AI agent sends shoppers directly to the merchant. This pattern is the most familiar.<\/li>\n<\/ul>\n<ul>\n<li><strong>Agent to agent.<\/strong> Here, a personal AI agent or AI browser helps a shopper find products before passing that customer to a dedicated vendor agent to complete the transaction.<\/li>\n<\/ul>\n<ul>\n<li><strong>Brokered,<\/strong> a more complicated form of the agent-to-agent model, wherein a broker agent and one or more vendor agents interact. Don\u2019t be surprised if this model turns into an advertising or revenue-sharing engine.<\/li>\n<\/ul>\n<p>Each model described in the McKinsey report removes one or more human clicks from the journey.<\/p>\n<div id=\"attachment_1557427\" class=\"wp-caption alignnone\" style=\"width: 580px;\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/10\/102225-more-agents.png\" data-rel=\"penci-gallery-image-content\"  target=\"_blank\" rel=\"nofollow noopener\" data-wpel-link=\"internal\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-1557427 size-large\" title=\"McKinsey &amp; Company diagram titled \u201cThree possible paths to purchase in an agentic world\u201d \" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/10\/102225-more-agents-570x451.png\" sizes=\"(max-width: 570px) 100vw, 570px\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/10\/102225-more-agents-570x451.png 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/10\/102225-more-agents-300x237.png 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/10\/102225-more-agents-768x607.png 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/10\/102225-more-agents-1536x1215.png 1536w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/10\/102225-more-agents.png 1730w\" alt=\"A McKinsey &amp; Company diagram titled \u201cThree possible paths to purchase in an agentic world\u201d illustrates three types of AI-agent purchase flows.Agent to site: The user interacts with a personal agent, which connects directly to a website to complete the transaction. Agent to agent: The user\u2019s personal agent communicates directly with a vendor agent, which then executes the transaction. Brokered agent to site: The personal agent engages a broker agent, which coordinates with multiple vendor agents to create a multivendor bundle and complete the transaction. Each path shows boxes labeled \u201cUser,\u201d \u201cPersonal agent,\u201d \u201cWebsite,\u201d \u201cVendor agent,\u201d \u201cBroker agent,\u201d and \u201cTransaction,\u201d connected by arrows to depict data or decision flow.\" width=\"570\" height=\"451\" aria-describedby=\"caption-attachment-1557427\" \/><\/a><\/p>\n<p id=\"caption-attachment-1557427\" class=\"wp-caption-text\">Three models from McKinsey &amp; Company demonstrate how AI agents might connect buyers to sellers. <em>Click image to enlarge.<\/em><\/p>\n<\/div>\n<p>The scale could be immense. McKinsey estimated that agent-mediated shopping revenue in five years could reach $1 trillion in the United States and $5 trillion worldwide.<\/p>\n<p>Plus, about half of consumers already use AI in search, and 44% say that AI has become their preferred method of finding information, according to McKinsey.<\/p>\n<h3>Concerns<\/h3>\n<p>Sellers should take notice anytime a new, disruptive technology, such as agentic browsers, changes shopping behavior.<\/p>\n<p>It is vital to understand how sales work if shoppers never visit a product page. Or how will funnels be measured? How will affiliates or ad platforms function? How is shopper loyalty impacted?<\/p>\n<p>An AI browser with a built-in assistant could compress and obscure the buyer\u2019s journey. Retailers might experience sharp declines in web traffic even as overall sales remain stable or rise.<\/p>\n<p>All of these questions are valid and important. In fact, the degree to which a business <a href=\"https:\/\/www.practicalecommerce.com\/geo-for-chatgpt-instant-checkout\" data-wpel-link=\"internal\" target=\"_blank\" rel=\"noopener\">considers and plans<\/a> for this change could be related to its ability to thrive.<\/p>\n<h3>Opportunity<\/h3>\n<p>A browser that acts on behalf of the customer can become a powerful distribution channel for ecommerce sellers.<\/p>\n<p>Agentic commerce and AI-assisted browsers could become potent sources of first-party data. And that could lead to new levels of personalization and, yes, ad targeting akin to McKinsey\u2019s \u201cbrokered\u201d model above.<\/p>\n<p><a href=\"https:\/\/www.practicalecommerce.com\/agentic-commerce-has-arrived\" data-wpel-link=\"internal\" target=\"_blank\" rel=\"noopener\">Agentic commerce<\/a> and browsers should also make shopping easier for consumers. For example, an automated checkout process might all but eliminate the need to type credit card numbers or a shipping address.<\/p>\n<p>Intelligent comparisons might drive more qualified sales, rewarding merchants who compete on quality instead of keyword spend. The same data infrastructure that powers agents can improve fulfillment, pricing, and customer service.<\/p>\n<p>Relatively small brands that <a href=\"https:\/\/www.practicalecommerce.com\/channeladvisor-founder-launches-geo-for-merchants\" data-wpel-link=\"internal\" target=\"_blank\" rel=\"noopener\">structure product data<\/a> well or that have positive product reviews might appear alongside giants, their offers surfaced by relevance rather than ad budgets.<\/p>\n<p>Ecommerce merchants should not fear the agent but prepare for it. The browser may soon do more than display content. It could recommend items and consummate their purchase.<\/p>\n<p>This video by Sam Witteveen, an 11-year veteran of deep learning and LLMs, provides a helpful perspective:<\/p>\n<\/div>\n<div class=\"pld-like-dislike-wrap pld-template-2\">\r\n    <div class=\"pld-like-wrap  pld-common-wrap\">\r\n    <a href=\"javascript:void(0)\" class=\"pld-like-trigger pld-like-dislike-trigger  \" title=\"\" data-post-id=\"75865\" data-trigger-type=\"like\" data-restriction=\"no\" data-already-liked=\"0\">\r\n                        <i class=\"fas fa-heart\"><\/i>\r\n                <\/a>\r\n    <span class=\"pld-like-count-wrap pld-count-wrap\">    <\/span>\r\n<\/div><\/div>","protected":false},"excerpt":{"rendered":"<p>OpenAI\u2019s new ChatGPT Atlas introduces \u201cagentic browsing\u201d an AI-driven web experience that can search, summarize, and complete tasks automatically. This breakthrough could change how people research, shop, and interact online.<\/p>\n","protected":false},"author":1,"featured_media":75866,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_lmt_disableupdate":"","_lmt_disable":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[601,1,40],"tags":[245,203,267,197,45,244,10],"class_list":["post-75865","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-artificial-intelligence-innovation","category-journal","category-technology-innovation","tag-ai-tools","tag-artificial-intelligence","tag-chatgpt","tag-dralys-insights","tag-innovation","tag-openai","tag-technology"],"acf":[],"jetpack_featured_media_url":"https:\/\/dralysstore.com\/blog\/wp-content\/uploads\/2025\/11\/102225-atlas-featured.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/posts\/75865","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/comments?post=75865"}],"version-history":[{"count":2,"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/posts\/75865\/revisions"}],"predecessor-version":[{"id":75911,"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/posts\/75865\/revisions\/75911"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/media\/75866"}],"wp:attachment":[{"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/media?parent=75865"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/categories?post=75865"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/tags?post=75865"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}