Abstract

Our study investigates how users engage with and make sense of the integration of the new shopping functionality into ChatGPT. Using a netnographic approach inspired by ethnographic research, we examine the cul- tural, functional, and symbolic meanings users assign to this feature. Data was collected from Reddit, a platform known for active discussions around technol- ogy. The findings reveal a dual response. On one hand, many users view the feature positively, describing it as intuitive, seamless, and well-suited to their needs. On the other hand, some express concern, raising issues such as distrust in the platform, fears of "enshittification" (a perceived decline in platform qual- ity), and resistance to commercial integration. Rather than approaching these discourses as silos, we interpret them as coexisting perspectives that speak to deeper anxieties and desires regarding the handling of this new technology, par- ticularly a new feature that might significantly shape how users search and de- cide on products to buy. With our study, we contribute to ongoing discussions in AI, marketing, and knowledge management on the everyday cultural mean- ings that shape how users experience and adapt to technological change.

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