Etsy has launched its native app within ChatGPT, providing a new way to explore its vast marketplace. Users can now ask for product recommendations in natural language rather than resorting to keyword searches and filters.

This move comes as part of Etsy’s broader AI push, which includes an AI-powered gift assistant, curated collections, and tools for sellers. The platform has also introduced a ‘Designed’ label to identify AI-generated content, aiming to increase transparency on the site.

The launch follows successful experiments with ChatGPT, including an early integration that allowed users to make purchases directly within the chat interface. However, this new app within ChatGPT is seen as a more robust solution for navigating Etsy’s extensive marketplace.

Etsy has reported strong Q1 earnings and a significant increase in active buyers, which could be bolstered by such AI-driven enhancements. The company also recently sold its Depop platform to eBay for $1.2 billion, focusing on core marketplaces.