Mumbai, June 7 -- "Help me find a shampoo for wavy hair that can control frizz for under Rs.1,000."

I typed this query into ChatGPT after connecting with Innovist, a personal care brand that has built an app on the artificial intelligence (AI)-driven chatbot platform.

Within seconds, a product widget appeared inside the chat window with multiple recommendations. The chatbot suggested two products, and as a response beneath the widget, it explained why they might suit my hair type.

What happened next was noticeably different from a traditional e-commerce search. When I ignored the products it initially recommended and clicked on a different item altogether, the chatbot responded almost immediately. "You appeared to have selected a damag...