When Google launched Chrome back in 2008, it wasn’t just a browser—it was a distribution strategy that changed the game. Chrome became the gateway to the web, and that gave Google two big advantages: more logged-in sessions and more behavioral data. Those signals helped Google personalize ads better and, over time, drove higher ARPU and cemented its dominance in digital advertising.
Enter Atlas: AI-Native Browser
Fast forward to today: OpenAI just announced ChatGPT Atlas, an AI-powered browser that puts ChatGPT at the center of the browsing experience (PCMag coverage here). Atlas isn’t just another browser—it’s a rethink of what a browser can do. Instead of being a passive window, Atlas acts like an assistant that can summarize pages, research topics, and even complete tasks while you browse.
Now consider this: ChatGPT already has more than 800 million weekly active users, making it the fastest-growing consumer app in history—faster than TikTok or Instagram (ZDNet). That’s without a dedicated browser. So what happens when those users have a browser built around ChatGPT? If even a fraction migrate, Atlas could become a major distribution channel overnight.
And OpenAI isn’t stopping at browsing. They’ve announced partnerships with Walmart, Shopify, and Etsy. This is the start of what’s being called agentic commerce—shopping powered by AI agents that anticipate needs, compare options, and execute purchases. Instead of typing “best running shoes under $100” into a search bar, you’ll just say, “I need shoes for trail running that work in wet conditions and last at least 500 miles,” and ChatGPT will handle the rest.
The implications are huge:
- Search disruption: If product discovery moves from Google queries to ChatGPT conversations, retail media economics shift dramatically.
- Ad revenue shake-up: If OpenAI launches a retail media network, imagine the implications—why pay for placement in Walmart Connect or Google Ads when you could sponsor recommendations inside ChatGPT? OpenAI could become one of the largest media players almost overnight.
- Data advantage: Every conversation with ChatGPT is a signal. Not just “I like blue over red,” but nuanced preferences like “I need a jacket that works for business travel, fits in a carry-on, and is machine washable.” Over time, those conversations create a dataset richer than clicks or likes—similar to what Facebook built its ad empire on, but with far more nuance and intent baked in.
Where does Tredence fit in?
We’re right in the middle of this transformation. We work with all major cloud providers, partner with leading retailers and CPG brands, and operate a growing retail media business. That gives us a front-row seat to these shifts—and the expertise to help clients adapt. We spend all day every day working with clients to help design data and AI strategies and technology for tomorrow. From building agentic AI solutions (insights, content creation, campaign optimization, etc) to optimizing retail media strategies, we’re helping brands prepare for what’s next.
The takeaway
OpenAI isn’t playing checkers. It’s playing chess. And the board just expanded from search to browsing to commerce. For brands, retailers, and marketers, the question isn’t if this will reshape the landscape. It’s how fast you can adapt.
What do you think?
Will agentic commerce change the way we shop—and advertise—faster than anyone expects? Let me know your thoughts in the comments.
AUTHOR - FOLLOW
Kenji Gjovig
Senior Director, CXM
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