Newsletter
Your AI and beauty app are coming together. But wait, is this bad news for Google?
Nykaa has partnered with OpenAI to bring its beauty and fashion stores directly into ChatGPT. This will allow users to discover products without necessarily visiting Google, the Nykaa app, or even its website.
What's going on: Indian ChatGPT users can now browse Nykaa's product catalogue directly inside a conversation.
Imagine typing:
"I have sensitive skin. Suggest a skincare routine under ₹2,000."
Or:
"I need an outfit for a wedding next month."
Instead of sending you to a search engine, ChatGPT can now surface relevant products from Nykaa Beauty and Nykaa Fashion right inside the chat.
The why: for years, e-commerce companies relied heavily on Google to attract customers. A user searched for a product, clicked a link, and landed on a shopping website.
AI is starting to change that.
If people begin asking ChatGPT what to buy instead of Googling it, retailers will want to be where those conversations happen. That's exactly what Nykaa is betting on.
Nykaa joins a growing list of retailers globally that are embracing this model. OpenAI has already rolled out similar shopping integrations with Shopify, Etsy, Target, and PayPal's merchant network.
This is effectively the first major push of that model into India's beauty and fashion market.
But it's not just about shopping.
Nykaa will also deploy OpenAI's technology across its business.
The company plans to roll out ChatGPT Enterprise across teams including marketing, customer support, legal, finance, supply chain, and operations. Its engineering teams will also start using OpenAI's coding assistant, Codex.
In simple terms, OpenAI won't just help Nykaa sell products. It will help Nykaa run its business.
