Bolting on a ChatGPT clone creates friction, not service.
Brands rush to add a chat box trying to mimic ChatGPT, and they fail. We saw the same pattern in the early days of Google, when every site tried to build search as good as Google’s and could not. I launched a consultative bot for Decent in 2024 that nobody asked for. It was fun, but users did not really use it. Amazon later shipped Rufus, a clunky bolt-on that is often more wrong than right. A chat window you have to summon is friction, not service.
— Three Mistakes Brands Make In The Age Of AI-Driven E-Commerce · Forbes