OpenAI has introduced a new ‘shopping research’ feature for ChatGPT, aimed at assisting users with their holiday shopping plans. The functionality, available to all ChatGPT users on free and paid plans across mobile and web platforms, offers ‘nearly unlimited usage’ during the festive shopping season.
When users pose shopping-related queries to ChatGPT, the new feature is automatically activated. For instance, asking for recommendations on ‘best TVs in bright lighting’ prompts a follow-up option for additional research. This feature adds a ‘personal shopper’ element, although OpenAI cautions about potential inaccuracies in details like pricing and availability, advising users to verify on merchant websites.
Users can further refine their choices by specifying preferences through a series of questions, allowing filtering based on price, intended usage, and desired features, similar to typical retail website filters. While the suggested products can be purchased from retailers’ sites, OpenAI plans to introduce ‘Instant Checkout,’ enabling direct purchases within ChatGPT in collaboration with select merchants.
OpenAI’s move aligns with a broader trend of tech companies integrating shopping capabilities into their platforms. Google has recently incorporated AI-driven shopping features in its AI Mode, while Perplexity’s Comet browser agent facilitates automated shopping, drawing Amazon’s attention.
The shopping research feature leverages a tailored version of GPT-5 mini optimized for shopping tasks, sourcing product recommendations from reputable online sources with current information on aspects like pricing and availability.
Source: The Verge