Shoppers no longer start every product search on Google or on your website. A growing number begin inside ChatGPT, asking open questions like "What should I wear to a garden party under 150 EUR?" or "What goes with this sofa?"
What is a ChatGPT App?
A ChatGPT App is a branded shopping assistant that lives inside ChatGPT. Instead of getting generic answers, the shopper engages with your brand, sees your products, and receives recommendations powered by your discovery strategies. It looks and behaves like your brand, and it sells like your best store associate.
Until now, building one of these meant prompt engineering, custom action schemas, an ML team, and new infrastructure. Most ecommerce teams do not have any of that.
Insider's ChatGPT App Builder removes every one of those barriers. It is a no-code, guided wizard in your Insider One panel that produces a complete, ready-to-publish ChatGPT App, connected to your live catalog and powered by the same Recommendations and Eureka strategies you already run on your site.
Why this matters now?
Product discovery is shifting to conversation. Buyers are increasingly typing discovery questions into AI assistants instead of browsing category pages. The brands that show up in that conversation first will own it. The ones that don't will be invisible at the exact moment a high-intent shopper is ready to buy.
This is a new channel, not a new chore. You are not rebuilding anything. The recommendation logic and search behavior already proven on your website become the brain of your ChatGPT App, with no parallel setup and no duplicate data.
What you get:
Speed to market. Launch a branded AI shopping assistant on ChatGPT in under 30 minutes, without writing a single line of code or training a model.
A new high-intent channel. Drive discovery where shoppers are already asking, reusing the strategies that already work for you.
Personalization from day one. Deliver tailored experiences using the shopper profiles already in your Insider CDP. No duplicate setup.
Full control, anytime. Update discovery behavior and recommendation strategies from the Insider One panel without re-publishing your GPT.
Enterprise-grade discovery, instantly. Intelligent search, personalized recommendations, and catalog exploration inside your own branded experience from the start.
How it works?
Your ChatGPT Discovery App is powered by the Insider One products you already know, working together behind the scenes:
Eureka. Understands what the shopper is actually asking for and finds the most relevant products in your catalog, even from loose, conversational queries.
Smart Recommender. Brings your proven recommendation strategies into the conversation: complementary items, trending picks, personalized suggestions, and curated campaign collections.
CDP. Resolves who the shopper is and personalizes results using their existing profile. Anonymous shoppers still get a useful, relevant in-session experience.
Lead Collection. Turns out-of-stock moments into opportunities. When a shopper searches for an item that isn't currently available, the app captures their contact details and notifies them when it's back in stock, recovering a sale that would otherwise be lost and adding a new lead to your CDP.
These run as a three-layered discovery engine, so the shopper always gets a useful answer:
Eureka Search first: Find the best direct matches for the query.
Recommendation Strategy next: Surface personalized and contextual suggestions.
Catalog Exploration as fallback: Build filters from the conversation and query the catalog directly, so even an anonymous, vague request returns relevant products.
Discovery capabilities
Inside the wizard, you choose which capabilities your ChatGPT Discovery App offers and how each behaves.
Eureka Search. Conversational, intent-aware product search across your catalog. Enabled by default.
Recommendations. Configure recommendation groups, each with its own strategy:
Generic: Bestsellers and trending products when the shopper has no specific item in mind.
Product Context: "What goes with this" style suggestions based on a product the shopper is viewing or mentions.
Personalized: Tailored to the shopper's profile, taste, and real-time behavior via CDP.
Curated / Manual: Hand-picked collections and campaign spotlights you control.
Catalog Explore: The fallback layer that constructs attribute filters from the conversation and queries your catalog directly, ensuring a relevant answer even with no personalization signal.
Personalization & identity: Configure identity resolution (for example, OTP authentication on your website) so that returning shoppers receive personalized results. Anonymous shoppers still get a strong contextual experience.
Use cases
Fashion brand launching on ChatGPT
A fashion retailer's ecommerce manager builds a branded GPT in 30 minutes using the wizard.
Shopper: "What should I wear to a garden party under 150 EUR?"
The GPT returns personalized outfit recommendations using the brand's existing Smart Recommender strategy, ensuring they are within budget and on-brand. The shopper refines, the assistant adapts, and products that would have stayed buried become a checkout.
Home & living brand driving discovery
A furniture brand enables Generic and Product Context recommendations.
Shopper: "What goes with this sofa?"
The GPT returns complementary items and trending picks, powered by Insider's Viewed Together and Complementary algorithms, turning a single-item interest into a full-room basket.
Travel brand surfacing curated collections
An online travel agency configures Campaign Spotlight use cases.
Shopper: "What's in your summer sale?"
The GPT returns campaign-curated results, exactly the collections marketing is promoting, with zero custom ML work.
Anonymous shopper, contextual discovery
A shopper with no CDP profile asks an open, fuzzy question.
Shopper: "Something practical for my daughter, minimalist, around 200 EUR."
The Catalog Explore fallback constructs attribute filters from the conversation (practical, minimalist, ~200 EUR) and queries the catalog directly, returning relevant results even without a personalization signal.
Requirements to get started
An active Insider One account with Smart Recommender and Eureka.
Your own OpenAI account to publish the app on ChatGPT. Insider One provides the complete configuration and backend integration; you bring the OpenAI account.
A few details about your brand and vertical, ready for the wizard.
Once you have these, see Build Your ChatGPT Discovery App to build and test your app step by step in the Insider One panel.