OpenAI has introduced a new “shopping research” feature in ChatGPT, designed to assist users in planning holiday purchases. The feature is available to all ChatGPT users, free and paid, on mobile and web, with near-unlimited usage during the shopping season.
When users ask for product recommendations, such as “best TVs in bright lighting,” ChatGPT now offers a follow-up option to refine results. Users can filter items based on price, use case, and desired features, similar to retail websites. Products can currently be purchased on external retailer sites, with OpenAI planning to add Instant Checkout to complete purchases directly within ChatGPT for participating merchants.
The feature leverages a GPT‑5 mini model refined for shopping tasks, using quality sources for up-to-date information on price, availability, reviews, specifications, and images. Recommendations also consider previous interactions if ChatGPT memory is enabled, and users can provide feedback via “more like this” or “not interested” buttons. Pro users receive curated buyer’s guides tailored to past discussions, such as suggesting accessories for items like e-bikes.
OpenAI joins other tech firms, including Google in integrating AI-driven shopping capabilities into consumer experiences.
