OpenAI has launched a new “Shopping Research” feature for ChatGPT, signaling a strategic move to position its artificial intelligence as a direct facilitator of online commerce, from personalized recommendations to future direct purchases.
The new functionality transforms ChatGPT into a shopping assistant available to all users on both its website and smartphones, timed for the year-end holiday season.
Instead of traditional website filters, users can now engage in conversations with the AI to refine their product searches. For instance, when seeking a smart TV, ChatGPT will ask follow-up questions about budget or desired features to narrow down options.
This conversational approach aims to provide more tailored recommendations, moving beyond simple product lists.
OpenAI states the feature is powered by a specialized GPT-5 mini model designed for shopping tasks. This model is capable of retrieving up-to-date information, including prices, reviews, and product specifications, from reliable sources.
However, OpenAI advises users to verify information directly on seller websites. The company cautions that the system may still present inaccuracies regarding pricing or product availability.
Looking ahead, OpenAI plans to introduce an “Instant Checkout” system. This would allow users to complete purchases and payments directly within ChatGPT.
This strategy is also being pursued by tech giants like Google and Perplexity to capture more online transactions directly on their platforms.
For “Pro” users, a related feature called “Pulse” will generate shopping guides based on past user conversations. If a user previously researched electric bicycles, Pulse might proactively suggest necessary accessories.
The original source material speculated this predictive functionality could operate similarly to targeted advertising.