---
id: "entity-openai-d5"
type: "entity"
entityType: "organization"
canonicalName: "OpenAI"
aliases: []
canonical_url: "openai.com"
source_timestamps: ["¶3", "§ Meet Your New Customer: The AI Agent", "§ What Comes Next: Competing for an AI Customer's Preference"]
tags: ["ai-platform", "protocol-developer"]
related: ["concept-commerce-protocols", "claim-autonomous-checkout-difficulty"]
sources: ["geo"]
sourceVaultSlug: "hbr-seg-geo"
originDay: 3
articleStem: "hbr-tier2-05-market-to-ai-customer"
sourceUrl: "https://hbr.org/2026/06/how-do-you-market-to-an-ai-customer"
sourceTitle: "How Do You Market to an AI Customer?"
---
# OpenAI

Developer of **ChatGPT** and the **Agentic Commerce Protocol (ACP)** (see [[concept-commerce-protocols]]). [[entity-kartik-hosanagar]] cites a specific historical failure: OpenAI launched **Instant Checkout** in **September 2025**, enabling in-chat purchases. Because conversion rates were **three times lower** than traditional click-throughs, OpenAI **killed the feature in March 2026**, forcing a pivot in how retailers integrate — the basis of [[claim-autonomous-checkout-difficulty]] and evidence for [[claim-checkout-belongs-to-retailer]].

*Enrichment note (canonical: openai.com):* OpenAI + Stripe publicly tied ACP to ChatGPT Instant Checkout around Sept 2025. Subsequent payments-industry analysis confirms OpenAI "moved away from Instant Checkout in favor of merchant-controlled checkout models." ACP is characterized as more tightly coupled to **ChatGPT and Stripe**. The precise 3× conversion figure and March-2026 kill date are **not publicly verifiable** — treat as directional. See [[question-google-in-chat-checkout]] for how [[entity-google-d3]] is pursuing the opposite bet.