Putting aside the polarizing (and highly skeptical) debates on Reddit, everyone’s buzzing about OpenAI’s Instant Checkout. But let’s be clear: the real winners in this new era won’t be the ones with the flashiest tech stack. They’ll be the brands that finally fix their product content.
Here’s the blunt truth: most product feeds today aren’t built for humans, let alone AI.
- Missing [material] or [occasion] attributes? You’re invisible when someone searches for Linen for a Summer BBQ party.
- Thin and vague manufacturer descriptions and copy? AI can’t match it to human intent and you lose out on the long-tail context AI needs to recommend you confidently.
- Blank [return_window]? You’ll miss shoppers who want flexible returns.
- Wrong [category] tags? You’re filtered out altogether.
And when the AI gets a query like “I need waterproof trail running shoes with cushion under $150 that I can receive by Friday,” your product simply won’t show up unless those details are complete.
So why does this matter now? Instant Checkout isn’t just another shiny feature of ChatGPT. It isn’t simply another advertising channel. It’s a conversational interface that relies on differentiated, structured, dense, fresh consumer-language data to surface the right results. And the data needs to be updated as frequently as every 15 minutes! For years, brands have talked about personalization, relevance, and AI while treating product content like an afterthought. That era is over.
There is a huge opportunity out there for those ready to grab it. The consumer value is obvious:
- Fewer clicks.
- Improved relevance.
- Faster discovery-to-purchase.
- Shopping that feels intuitive instead of tedious.
But the retailer and brand value will only be realized by those who invest in getting their product content right. In a conversational shopping world, your product only exists if the Agents can understand it and confidently determine that it is relevant for the shopper.
At Lily AI, we’ve spent years tackling this exact problem: turning messy, incomplete, and inaccurate product feeds into an array of rich, consumer-centered data and content.
We map every item into the language shoppers actually use such as style, fit, occasion, fabric, rise, neckline, heel height, and thousands more so your products are discoverable by both agents and humans in every natural-language journey.
OpenAI’s spec may feel new, but the foundation hasn’t changed: distinctive, structured, complete, consumer-language product data is the single most important input for visibility in AI-driven commerce.
The AI and agentic layers are exciting, yes. But what separates the winners from the laggards isn’t the tech itself. It’s your data.
And that’s a problem we’re proud to help solve.