How Influencers Can Drive Sales in the Age of AI Commerce

The Shift to AI-Powered Shopping

In September 2025, OpenAI launched Instant Checkout, a feature that allows ChatGPT users to make purchases directly in chat. Through partnerships with Etsy, Shopify, and Stripe, users in the United States can now browse and buy products from thousands of merchants without ever leaving the conversation. The launch was first reported by Reuters, CNBC, and PPC Land.

This announcement marks the beginning of a new era for digital commerce, one driven by AI discovery and conversational intent instead of traditional search or paid ads. For brands and marketers, this means visibility is no longer about ranking on Google or promoting posts on social media. It is about being discoverable inside AI systems.

From Search to Conversation

AI commerce is transforming the way people shop. Instead of typing product names into search bars, users now describe what they want in natural language.

“Find the best minimalist running shoes under $100.”

“Show me skincare brands that use clean ingredients.”

ChatGPT then surfaces relevant products and, in some cases, allows users to purchase them directly with a single click.

For brands, this means language becomes the new SEO. The way people talk about your products and the way your brand is described online directly impact how discoverable you are inside AI environments.

The Role of Influencers in AI Commerce

Influencers play a critical role in connecting human discovery with AI-driven commerce. They already shape how people talk about products, and now that influence extends to how AI systems interpret product relevance and intent.

When creators describe your brand naturally in their content, they help AI models associate your product with specific use cases, audiences, and buying contexts.

Influencers can also educate audiences on how to find and shop for your products directly through ChatGPT. A creator demonstrating how to ask, “Find me this brand’s candle on ChatGPT,” can drive actual conversions instantly within the chat interface.

In this sense, influencers are no longer just storytellers. They are becoming architects of discoverability, helping both users and algorithms understand how to find your products.

How Brands Can Activate This Strategy

• 1. Collaborate with creators to teach AI-friendly language: Partner with influencers who describe your products in natural, contextual ways that AI systems can understand and associate with your brand.
• 2. Launch creator campaigns around discovery moments: Encourage influencers to demonstrate how to find your products inside ChatGPT, using real shopping examples in their videos or captions.
• 3. Optimize your product data and metadata: Ensure your product feeds are accurate and structured, and that the language reflects how real people talk about your brand.
• 4. Measure conversation-driven awareness: Beyond clicks and impressions, track how often your brand is mentioned, referenced, or recommended in AI-driven environments.

The Bigger Picture

The rise of AI commerce is not just another trend. It represents a fundamental shift in how brands reach consumers. Traditional advertising will remain important, but the next major growth channel will be conversational.

Influencers who can connect human storytelling with AI search behavior will become key partners for modern brands. This new era will require influencer operations that manage not only content and partnerships, but also AI visibility, conversational relevance, and search optimization within AI ecosystems.

Conclusion

As shopping becomes conversational, influencers serve as the bridge between brands, audiences, and AI systems. The companies that integrate influencer storytelling with AI optimization will not simply adapt to the future of commerce, they will define it.