ChatGPT Enhances Shopping with New Research Feature

Rongchai Wang
Nov 27, 2025 18:05

OpenAI introduces a new shopping research feature in ChatGPT, offering personalized product recommendations and comparisons by leveraging user preferences and extensive online resources.

OpenAI has unveiled a new shopping research feature in its ChatGPT platform, designed to streamline the process of finding and comparing products. The feature aims to assist users by providing personalized recommendations and detailed product comparisons, according to OpenAI.

Innovative Shopping Experience

The newly launched feature allows users to describe their shopping needs in natural language, transforming product discovery into an interactive conversation. ChatGPT then conducts in-depth research across the internet, drawing from high-quality sources to present a tailored buyer’s guide. This guide is crafted using the user’s past interactions and preferences stored in ChatGPT’s memory.

OpenAI’s shopping research caters to a variety of shopping scenarios, from finding the quietest cordless vacuum to selecting gifts for art-loving children. It is available to all ChatGPT users on Free, Go, Plus, and Pro plans, with nearly unlimited usage offered during the holiday season.

Enhancing Decision-Making

The feature is particularly effective in detail-oriented categories such as electronics, beauty, home appliances, and outdoor sports equipment. While simple inquiries like checking a product’s price are handled swiftly, more complex questions involving comparisons and trade-offs are addressed with comprehensive, well-researched responses.

Guided Product Discovery

Users can guide the research process by interacting with suggested products, marking them as “Not interested” or “More like this,” thereby refining the results. The feature leverages a version of the GPT-5 mini model, specifically trained for shopping tasks, to synthesize information from trusted sites and update its findings based on user feedback.

Transparency and Future Developments

OpenAI emphasizes the transparency of the shopping research process, ensuring that user data is not shared with retailers and that results are based on publicly available retail sites. The company plans to expand the feature’s capabilities, improving its understanding of user preferences and covering more product categories.

For more details, visit the OpenAI website.

Image source: Shutterstock