OpenAI has rolled out a new AI shopping research feature in ChatGPT, designed to simplify holiday gift hunting and everyday product decisions. The tool helps users find the right items across categories like electronics, beauty, home and garden, kitchen appliances, and sports gear.
How the Shopping Research Feature Works
Users can tell ChatGPT what they’re looking for, and the system will build a personalized buyer’s guide. It asks clarifying questions, researches deeply across the internet, reviews trusted sources, and uses context from prior conversations to deliver tailored recommendations.
The feature is particularly effective in detail-heavy categories, offering comparisons, tradeoffs, and constraints to help users make informed choices.
Easy Access for Users
ChatGPT will automatically suggest shopping research when users ask product-related questions. Alternatively, it can be manually selected from the “+” menu. Once activated, a visual interface opens, allowing users to share feedback and refine the research results.
Purchasing Options
Currently, users must click through to a retailer’s site to complete purchases. However, OpenAI plans to enable automatic checkout directly within ChatGPT for merchants participating in Instant Checkout.
Availability
The shopping research feature is rolling out to logged-in ChatGPT users across Free, Go, Plus, and Pro plans. To make holiday shopping easier, OpenAI is offering nearly unlimited usage during the season.
This addition positions ChatGPT as not just a conversational AI, but also a powerful shopping assistant for the busiest time of the year.
