OpenAI is expanding its shopping features in ChatGPT and Google Gemini, with retailers like Walmart and Gap splitting over who should control checkout. However, early indications suggest shoppers still prefer shopping on the old-fashioned way. Walmart is embedding its own AI assistant, Sparky, within ChatGpt and Gemini, while Gap is offering its products directly within Gemini. Sephora is also launching a ChatGTT app with in-app checkout. Early results show mixed results, with conversion rates three times lower for Walmart purchases completed directly inside Chat GPT than those redirected to its website.