{"id":18252,"date":"2025-05-02T11:38:13","date_gmt":"2025-05-02T09:38:13","guid":{"rendered":"https:\/\/trilogi.com\/blog\/chatgpt-sapunta-al-shopping-sense-anuncis-ni-contingut-de-pagament-la-ia\/"},"modified":"2026-10-23T18:17:29","modified_gmt":"2026-10-23T16:17:29","slug":"chatgpt-sapunta-al-shopping-sense-anuncis-ni-contingut-de-pagament-la-ia","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/ca\/chatgpt-sapunta-al-shopping-sense-anuncis-ni-contingut-de-pagament-la-ia\/","title":{"rendered":"ChatGPT s\u2019apunta al shopping: sense anuncis ni contingut de pagament, la IA et recomana segons les teves converses"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">La revoluci\u00f3 de l\u2019eCommerce \u00e9s aqu\u00ed, i arriba de la m\u00e0 de la intel\u00b7lig\u00e8ncia artificial conversacional. OpenAI ha anunciat la integraci\u00f3 de funcions de recomanaci\u00f3 de productes dins de ChatGPT, que permeten als usuaris rebre suggeriments personalitzats directament als seus xats, <strong>sense anuncis, sense contingut patrocinat i sense dependre de les cl\u00e0ssiques cerques a Google<\/strong>. A TRILOGI, com a ag\u00e8ncia especialitzada a impulsar negocis eCommerce, ja albirem com aquesta tecnologia <strong>canviar\u00e0 les regles del joc del comer\u00e7 digital<\/strong>.<\/p>\n\n\n\n<blockquote class=\"twitter-tweet\" data-media-max-width=\"560\"><p lang=\"en\" dir=\"ltr\">Shopping<br><br>We\u2019re experimenting with making shopping simpler and faster to find, compare, and buy products in ChatGPT.<br><br>\u2705 Improved product results<br>\u2705 Visual product details, pricing, and reviews<br>\u2705 Direct links to buy<br><br>Product results are chosen independently and are not ads.\u2026 <a href=\"https:\/\/t.co\/PkZwsTxJUj\">pic.twitter.com\/PkZwsTxJUj<\/a><\/p>\u2014 OpenAI (@OpenAI) <a href=\"https:\/\/twitter.com\/OpenAI\/status\/1916947243044856255?ref_src=twsrc%5Etfw\">April 28, 2025<\/a><\/blockquote> <script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>De les cerques tradicionals al shopping conversacional<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Fins ara, l\u2019experi\u00e8ncia de compra online girava al voltant dels motors de cerca. Volies un producte, el cercaves a Google i navegaves entre resultats org\u00e0nics i anuncis de pagament, amb Google Shopping com a aparador destacat. El SEO, el SEM i, m\u00e9s recentment, les estrat\u00e8gies de <a href=\"https:\/\/trilogi.com\/posicionamiento-herramientas-ia-aeo-geo-ecommerce\/\" target=\"_blank\" rel=\"noreferrer noopener\">posicionament per a eines d\u2019IA<\/a> com l\u2019<strong>AEO (Answer Engine Optimization)<\/strong> i el <strong>GEO (Generative Engine Optimization)<\/strong> han estat eines essencials perqu\u00e8 les marques eCommerce captessin l\u2019atenci\u00f3 dels seus clients potencials.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Per\u00f2 l\u2019arribada de ChatGPT al m\u00f3n del shopping introdueix un <strong>nou punt de partida en el customer journey<\/strong>: la conversa. A partir d\u2019ara, les recomanacions no dependran de paraules clau o de licitacions publicit\u00e0ries, sin\u00f3 del <strong>context i les prefer\u00e8ncies que la IA detecti en les interaccions de l\u2019usuari<\/strong>. Si durant una conversa esmentes que busques una cafetera compacta o que prefereixes roba sostenible, ChatGPT podr\u00e0 fer servir aquesta informaci\u00f3 per suggerir-te productes afins, basats en ressenyes i fonts online, sense prioritzar marques que hagin pagat per apar\u00e8ixer.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Un repte per a Google i les estrat\u00e8gies tradicionals de captaci\u00f3?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Aquest moviment suposa <strong>un desafiament directe a Google Shopping i a l\u2019ecosistema publicitari actual<\/strong>. En eliminar els anuncis i el contingut patrocinat, OpenAI aposta per una <strong>experi\u00e8ncia de compra m\u00e9s org\u00e0nica, personalitzada i, en teoria, objectiva<\/strong>. Per a les marques, aix\u00f2 vol dir que <strong>la qualitat del producte, les valoracions reals i la reputaci\u00f3 digital guanyaran encara m\u00e9s pes davant del pressupost publicitari<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Com a ag\u00e8ncia digital pionera en la implementaci\u00f3 d\u2019<strong>estrat\u00e8gies AEO i GEO<\/strong>, a TRILOGI sabem que el posicionament en motors de resposta i interf\u00edcies generatives ser\u00e0 cada vegada m\u00e9s cr\u00edtic. Aquest canvi de paradigma refor\u00e7a la necessitat d\u2019optimitzar els continguts i les fitxes de producte no nom\u00e9s per a Google, sin\u00f3 tamb\u00e9 per a les IA que agreguen, interpreten i recomanen informaci\u00f3 als usuaris de manera directa.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Segons Adam Fry, cap de producte de cerca d\u2019OpenAI, <strong>\u201cla difer\u00e8ncia que pret\u00e9n oferir ChatGPT a l\u2019hora de suggerir-nos quin producte comprar \u00e9s que la seva proposta es basa \u00fanicament en el que la intel\u00b7lig\u00e8ncia artificial recordi sobre les nostres prefer\u00e8ncies, aix\u00ed com en les ressenyes del producte extretes de tot internet\u201d<\/strong>. Aix\u00ed doncs, parlar\u00edem de <strong>suggeriments personalitzats i, en principi, m\u00e9s encertats<\/strong> (font: <a class=\"\" href=\"https:\/\/es.wired.com\/articulos\/openai-anade-compras-a-chatgpt\">WIRED<\/a>).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Una oportunitat (i un repte) per a les marques eCommerce<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">La irrupci\u00f3 de ChatGPT com a canal de descobriment de productes obre <strong>noves oportunitats per a les botigues online<\/strong>. D\u2019una banda, es redueix la depend\u00e8ncia de la inversi\u00f3 publicit\u00e0ria directa per guanyar visibilitat. De l\u2019altra, <strong>augmenta la rellev\u00e0ncia de les estrat\u00e8gies de contingut, de les ressenyes aut\u00e8ntiques i de la pres\u00e8ncia en fonts que la IA consulti i consideri fiables<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Per\u00f2 tamb\u00e9 planteja <strong>reptes importants<\/strong>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Com garantir que la nostra marca i els nostres productes siguin \u201cal radar\u201d de ChatGPT?<\/li>\n\n\n\n<li>Quins criteris seguir\u00e0 la IA per prioritzar unes recomanacions davant d\u2019altres?<\/li>\n\n\n\n<li>Com impactar\u00e0 en els ingressos per afiliaci\u00f3 o en els models tradicionals de monetitzaci\u00f3 de mitjans i marketplaces?<\/li>\n<\/ul>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">A TRILOGI ja treballem per anticipar-nos a aquestes preguntes, <strong>dissenyant estrat\u00e8gies de posicionament adaptades al nou ecosistema conversacional<\/strong>, on <strong>no nom\u00e9s importa apar\u00e8ixer, sin\u00f3 ser l\u2019escollit per la IA com la millor opci\u00f3 per a cada usuari<\/strong>.<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Cap a una experi\u00e8ncia de compra m\u00e9s personalitzada i transparent<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Aquest nou shopping conversacional no \u00e9s nom\u00e9s una capa addicional d\u2019interacci\u00f3: <strong>\u00e9s una transformaci\u00f3 de l\u2019embut de conversi\u00f3<\/strong>, on les decisions de compra es poden desencadenar sense que l\u2019usuari surti del xat. Tot i que la transacci\u00f3 final continuar\u00e0 produint-se a la web del comerciant, el descobriment i la decisi\u00f3 tindran lloc a l\u2019entorn de la IA, i part del poder d\u2019influ\u00e8ncia es despla\u00e7ar\u00e0 dels cercadors i les xarxes socials a les plataformes d\u2019IA generativa.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1100\" height=\"728\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/chatgpt-busqueda-productos-ecommerce-1100x728.jpeg\" alt=\"\" class=\"wp-image-17624\" srcset=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/chatgpt-busqueda-productos-ecommerce-1100x728.jpeg 1100w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/chatgpt-busqueda-productos-ecommerce-300x199.jpeg 300w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/chatgpt-busqueda-productos-ecommerce-440x290.jpeg 440w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/chatgpt-busqueda-productos-ecommerce.jpeg 1366w\" sizes=\"(max-width: 1100px) 100vw, 1100px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>El futur de l\u2019eCommerce passa per la IA conversacional<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A TRILOGI fa anys que impulsem la visibilitat i les vendes de botigues online, aplicant les darreres tend\u00e8ncies en <strong>SEO, AEO, GEO i m\u00e0rqueting omnicanal<\/strong>. L\u2019arribada de ChatGPT al terreny del shopping refor\u00e7a la nostra convicci\u00f3 que el futur de l\u2019eCommerce ser\u00e0 <strong>cada vegada m\u00e9s conversacional, personalitzat i basat en la intel\u00b7lig\u00e8ncia artificial<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c9s el moment que les marques es preparin per <strong>ser presents a les converses que generen recomanacions i decisions de compra<\/strong>, i per optimitzar el seu ecosistema digital perqu\u00e8 la IA les reconegui com a opcions rellevants, fiables i de qualitat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Perqu\u00e8 el <strong>nou aparador de l\u2019eCommerce ja no s\u00f3n nom\u00e9s les cerques a Google o els feeds d\u2019Instagram: \u00e9s la conversa directa entre els consumidors i les intel\u00b7lig\u00e8ncies artificials<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1746178303793\"><strong class=\"schema-faq-question\">Qu\u00e8 vol dir que ChatGPT recomani productes sense anuncis ni contingut de pagament?<\/strong> <p class=\"schema-faq-answer\">Vol dir que les recomanacions de ChatGPT no estan influ\u00efdes per campanyes publicit\u00e0ries ni per acords de pagament amb marques. La intel\u00b7lig\u00e8ncia artificial suggereix productes basant-se en les prefer\u00e8ncies de l\u2019usuari, el seu historial de converses i ressenyes extretes de fonts online fiables.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1746178314538\"><strong class=\"schema-faq-question\">Com afecta aquesta funci\u00f3 de ChatGPT al posicionament SEO dels eCommerce?<\/strong> <p class=\"schema-faq-answer\">La integraci\u00f3 de recomanacions a ChatGPT refor\u00e7a la import\u00e0ncia de les estrat\u00e8gies d\u2019<strong>AEO (Answer Engine Optimization)<\/strong> i <strong>GEO (Generative Engine Optimization)<\/strong>, centrades a optimitzar el contingut per a motors de resposta i plataformes d\u2019IA. Ser present a les fonts que consulta la IA ser\u00e0 clau per apar\u00e8ixer a les seves recomanacions.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1746178327999\"><strong class=\"schema-faq-question\">Es pot comprar directament des de ChatGPT?<\/strong> <p class=\"schema-faq-answer\">No. De moment, ChatGPT actua com a intermediari que suggereix productes i enlla\u00e7a l\u2019usuari amb la web del comer\u00e7, on podr\u00e0 completar la compra.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1746178349852\"><strong class=\"schema-faq-question\">Quines categories de productes hi ha a les recomanacions de ChatGPT?<\/strong> <p class=\"schema-faq-answer\">Inicialment, les recomanacions se centren en categories com moda, bellesa, llar i electr\u00f2nica. OpenAI ha anunciat que t\u00e9 previst ampliar l\u2019oferta en el futur.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1746178359970\"><strong class=\"schema-faq-question\">Per qu\u00e8 \u00e9s rellevant per a les marques eCommerce ser presents a ChatGPT?<\/strong> <p class=\"schema-faq-answer\">Perqu\u00e8 ChatGPT s\u2019est\u00e0 posicionant com un nou canal de descobriment de productes. Les decisions de compra podrien comen\u00e7ar dins de les converses amb la IA, de manera que <strong>apar\u00e8ixer com a opci\u00f3 recomanada pot incrementar la visibilitat i les vendes, sense dependre de la inversi\u00f3 publicit\u00e0ria directa<\/strong>.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1746178375762\"><strong class=\"schema-faq-question\">Com es poden preparar els eCommerce per a aquest nou entorn?<\/strong> <p class=\"schema-faq-answer\">Amb estrat\u00e8gies de contingut orientades a motors de resposta i IA generatives, garantint que la informaci\u00f3 de producte sigui accessible, actualitzada i present en fonts online que la IA faci servir per recopilar ressenyes i valoracions. A TRILOGI ajudem les marques a <strong>optimitzar el seu posicionament en aquest nou ecosistema digital<\/strong>.<\/p> <\/div> <\/div>\n","protected":false},"excerpt":{"rendered":"<p>La revoluci\u00f3 de l\u2019eCommerce \u00e9s aqu\u00ed, i arriba de la m\u00e0 de la intel\u00b7lig\u00e8ncia artificial conversacional. OpenAI ha anunciat la integraci\u00f3 de funcions de recomanaci\u00f3 de productes dins de ChatGPT, que permeten als usuaris rebre suggeriments personalitzats directament als seus xats, sense anuncis, sense contingut patrocinat i sense dependre de les cl\u00e0ssiques cerques a Google. [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":17627,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1745],"tags":[],"class_list":["post-18252","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ia"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>ChatGPT s\u2019apunta al shopping: sense anuncis ni contingut de pagament, la IA et recomana segons les teves converses | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"Les recomanacions no dependran de paraules clau ni de licitacions publicit\u00e0ries, sin\u00f3 del context i les prefer\u00e8ncies que la IA detecti en les interaccions\u2026\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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OpenAI ha anunciat que t\u00e9 previst ampliar l\u2019oferta en el futur.","inLanguage":"es"},"inLanguage":"es"},{"@type":"Question","@id":"https:\/\/trilogi.com\/blog\/ca\/chatgpt-sapunta-al-shopping-sense-anuncis-ni-contingut-de-pagament-la-ia\/#faq-question-1746178359970","position":5,"url":"https:\/\/trilogi.com\/blog\/ca\/chatgpt-sapunta-al-shopping-sense-anuncis-ni-contingut-de-pagament-la-ia\/#faq-question-1746178359970","name":"Per qu\u00e8 \u00e9s rellevant per a les marques eCommerce ser presents a ChatGPT?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Porque ChatGPT est\u00e1 posicion\u00e1ndose como un nuevo canal de descubrimiento de productos. Las decisiones de compra podr\u00edan comenzar dentro de las conversaciones con la IA, por lo que <strong>apar\u00e8ixer com a opci\u00f3 recomanada pot incrementar la visibilitat i les vendes, sense dependre de la inversi\u00f3 publicit\u00e0ria directa<\/strong>.","inLanguage":"es"},"inLanguage":"es"},{"@type":"Question","@id":"https:\/\/trilogi.com\/blog\/ca\/chatgpt-sapunta-al-shopping-sense-anuncis-ni-contingut-de-pagament-la-ia\/#faq-question-1746178375762","position":6,"url":"https:\/\/trilogi.com\/blog\/ca\/chatgpt-sapunta-al-shopping-sense-anuncis-ni-contingut-de-pagament-la-ia\/#faq-question-1746178375762","name":"Com es poden preparar els eCommerce per a aquest nou entorn?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"A trav\u00e9s de estrategias de contenido orientadas a motores de respuesta e IA generativas, asegurando que la informaci\u00f3n de producto sea accesible, actualizada y est\u00e9 presente en fuentes online que la IA utilice para recopilar rese\u00f1as y valoraciones. 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