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ARTICLE · 04 DECEMBER 2025

How To Adapt Your Trademark Protection Strategy For ChatGPT Instant Checkout

The ChatGPT Instant Checkout ushers in a new era of conversational commerce. Brands need to adapt their brand protection and anti-counterfeiting strategies to secure their sales in the AI era, says Marc-Emmanuel Mellet.

GlobalIntellectual Property

The ChatGPT Instant Checkout ushers in a new era of conversational commerce. Brands need to adapt their brand protection and anti-counterfeiting strategies to secure their sales in the AI era, says Marc-Emmanuel Mellet.

Launched on 23 July 2025, Instant Checkout is a ChatGPT feature that allows you to buy a recommended product with a single click, with the agentic (AI) commerce protocol integrated directly into the conversation via Stripe. Although limited to US users shopping on Etsy for now, support for Shopify and other merchants is already planned. This means that ChatGPT Instant Checkout could soon become industry-wide, since Shopify is a popular, all-in-one cloud platform used for creating, managing and growing online stores.

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