OpenAI has introduced Intelligent UI. ChatGPT is gaining the ability to generate charts, forms, buttons and calculators inside a conversation. The rollout began with paid plans; Free and Go start October 8.
Consider someone comparing three dishwashers. A generated interface could let them filter by dimensions, compare noise levels and calculate operating costs using their electricity rate. The customer gets a tool organized around their decision. Each manufacturer’s product page becomes a potential source of inputs.
Your website’s comparison tool gives you control over which features appear, how alternatives are presented and where the customer goes next. It also tells you something about their intent. If those interactions move into ChatGPT, the platform would control the presentation and have access to the behavioral data. Your company might see only the eventual purchase, or nothing at all.
Customer behavior will determine how much of that scenario becomes reality. Current prices, accurate specifications, inventory and service commitments still have to come from somewhere. The assistant also chooses which differences to emphasize. A comparison organized around price can produce a different decision from one organized around reliability or repairability.
We have a new question to ask, “How much of our customer relationships depend on our own UX?”
Every company needs a Claw strategy. Do you have one?
Author’s note: This is not a sponsored post. I am the author of this article and it expresses my own opinions. I am not, nor is my company, receiving compensation for it. This work was created with the assistance of various generative AI models.
About Shelly Palmer
Shelly Palmer is the Professor of Advanced Media in Residence at Syracuse University’s S.I. Newhouse School of Public Communications and CEO of The Palmer Group, a consulting practice that helps Fortune 500 companies with AI strategy, implementation and governance, as well as technology, media and marketing. Named one of LinkedIn’s Top Voices in Technology, he is a bestselling author, covers tech and business for Fox 5’s Good Day New York, is a regular commentator on CNN, and writes the popular daily business blog Think About This. Follow @shellypalmer or visit shellypalmer.com.