2026 is anticipated to be a pivotal year for AI checkout, as it will be the first full year that shoppers can complete transactions within AI platforms like ChatGPT and Perplexity without additional fees. In 2025, surveys indicated that between 33% to 83% of respondents utilized AI for holiday shopping, showing a growing comfort with AI shopping. The success of AI checkout will depend on whether shoppers are ready to click 'buy' within these platforms.

Brands face several challenges with AI checkout, including limited access to customer data and insights. For instance, when customers check out through platforms like Perplexity, the transaction appears as if it is from a Perplexity employee, making it difficult for brands to identify their customers. Additionally, many brands are concerned about losing control over customer relationships and the data that comes from direct sales.

Brands are focusing on improving their visibility in AI search results through generative engine optimization (GEO). This includes creating high-quality content and ensuring their products are well-represented in AI-generated results. For example, brands like Brooklinen are investing in editorial content and optimizing their online presence to rank higher in AI searches, which is crucial as more companies enable checkout through AI platforms.