• by Laurie Sullivan , Staff Writer @lauriesullivan, December 24, 2024

Driving online traffic from search to websites has been one of the media’s leading benefits. OpenAI has a unique opportunity with its toll-free service to generate revenue and drive online and foot traffic to publishers, retailers, and businesses. And I think the company is missing a huge opportunity.

Voice search has been slow to catch on, but haveing the ability to dial into a search engine and query questions for answers changes the model. It would create a new type of advertising for sponsored search with improved performance, and requie a new type of search engine optimization (SEO).

I called 1-800-chatgpt to ask the chatbot to tell me more about Google Ads customer service. It did. It also gave me a brief summary of how Google’s search advertising works. But when I asked ChatGPT to connect me with Google customer service to speak with someone about advertising, the chatbot told me it could not transfer calls.

The ability to transfer calls would create a major performance revenue stream for OpenAI, and one that is completely missing from its revenue model and the industries. Not only would it provide a way to increase voice traffic, but it would add call tracking data and link in customer relationship management (CRM). WHen the rep on the other end of the phone answered, he/she would know everything about the customer calling.

If OpenAI created a merchant center similar to Google where brands could upload information about products and services they sell, or if it had access to a brand’s inventory system, 1-800-ChatGPT could identify products for sale through stores.

Let’s say I called to ask ChatGPT--where could I purchase a Saint Laurent brown silk blouse in a size 6 near me--ChatGPT would find the blouse, possibly at more than one store, and audidably provide me a list of available items based on my location and mileage.

Then ChatGPT could connect me with the store via phone through a number system--1,2,3,4--similar to the way an infotainment system might ask me "what number" when I ask for driving directions. The ad platform would then revenue share with the retailer for the lead, and allow me, the consumer, to talk with a salesperson to either to buy or reserve the product until I could arrive and pick up the item or have it shipped.

It's an idea taken from using an infotainment systems that enables the driver to ask for directions using their voice.

In Google’s Merchant Center, retailers can upload and manage their product data such as name, title, brand, description, price, condition and availability -- as well as where the products are available. Retailers use the platform to manage their product inventory across Google’s services.

If OpenAI had something similar, the company could improve online traffic via the phone. The ability to search for products via phone by calling a number would have been a benefit during the holidays -- like having your own AI shopping assistant.

If you were looking for articles on a particular product, the chatbot could offer up a list of recent articles without the past week on the product. The chatbot could connect the caller with the publications, such as MediaPost, and then read the article to the caller. The revenue model is completely based on performance and directing the traffic to the publisher. Just to confirm, this ad does not exist, but it should.

I'll leave you with that thought as we head into a short holiday break. No matter what holiday you celebrate during the next few days, may your time with friends and family be joyful and safe. See you back here on Thursday.