OpenAI has rolled out a new Shopping Research feature within ChatGPT, designed to help users make more informed purchases by generating personalised buying guides.
The upgrade builds on ChatGPT’s earlier ability to answer simple shopping questions, giving the platform a more comprehensive role in product discovery and comparison.
The tool allows users to describe a product or category, after which ChatGPT scans multiple online sources, evaluates options and compiles a detailed guide tailored to the user’s preferences. If memory is enabled, the results can also incorporate insights from past conversations.
According to OpenAI, the Shopping Research tool goes beyond basic recommendations by focusing on nuanced comparisons that outline trade-offs, strengths and limitations across products. It reviews information from reputable retail sources to ensure the guidance reflects the latest market details.
The company also revealed that the feature will eventually integrate with ChatGPT Pulse, enabling Pro subscribers to receive proactive buying recommendations based on earlier queries and habits.
The new tool operates on GPT-5 mini, a model trained specifically through reinforcement learning for shopping-related tasks.
OpenAI states that it sources all suggestions from publicly available retail websites and displays only organic results.
Shopping Research is accessible to users on Free, Go, Plus and Pro tiers, across both desktop and mobile platforms.
Eligible users will be able to use the feature with almost no usage limits. It can be launched by tapping the ‘+’ icon below the message box.
When a user types a shopping-related question, ChatGPT may automatically suggest activating the tool. Alternatively, users can manually enable it from the menu.
Once active, the tool opens a visual interface displaying recommended products, where users can indicate ‘Not interested’ or request ‘More like this’ to refine the results.
The process typically takes a few minutes, mirroring the pace of ChatGPT’s Deep Research tool. After completing its analysis, ChatGPT generates a personalised buying guide that summarises recommended items, highlights model differences and provides links to retailer websites.
OpenAI also plans to introduce direct purchases within ChatGPT for merchants in regions that support Instant Checkout, signalling a broader move toward integrated AI-powered shopping.
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