OpenAI's Operator: The AI Shopping Assistant That's Changing Online Retail

Operator, OpenAI's first AI agent, can place orders, book reservations, and browse the web for users

Jan 23, 2025

Summary

OpenAI debuts Operator, an AI shopping assistant, boosting eBay (EBAY) and Etsy (ETSY) shares as it rolls out in the U.S.

OpenAI, backed by Microsoft (MSFT, Financial), just launched Operator, its first AI-powered shopping agent, designed to help users complete shopping tasks online. Following the announcement, shares of eBay (EBAY, Financial) and Etsy (ETSY, Financial) ticked higher.

CEO Sam Altman, speaking on a livestream, described Operator as an AI system that can independently complete tasks, such as ordering food, booking reservations, or placing online orders. The tool works by browsing the web like a human, integrating with platforms like DoorDash (DASH, Financial), Target (TGT, Financial), OpenTable (BKNG, Financial), and StubHub.

Operator launches today in the U.S. for Pro users, with other countries to follow. However, Altman noted that Europe will take longer. The company also plans to expand Operator to Plus users in the coming months. The AI assistant is built with safeguards to prevent fraud and misuse, and users can take control at any time. OpenAI says more AI agents will roll out in the coming weeks and months.

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