OpenAI launched Shopping Research, a new shopping experience in ChatGPT that helps users find the right products without navigating dozens of websites.
Users can describe what they want, and the tool builds a detailed buyer’s guide by asking clarifying questions, checking trusted sources, reviewing product data, and utilizing ChatGPT’s memory to personalize recommendations.
It is now rolling out across all ChatGPT plans on mobile and web, with nearly unlimited usage available during the holiday season.
The experience is built for deeper discovery, making it easier to compare complex items, find lookalikes, choose gifts, or research options with many constraints.
Shopping Research provides up-to-date details, including pricing, specs, reviews, and availability, and allows users to guide the process through feedback, such as marking items as ‘not interested’ or ‘more like this’.
After a few minutes, ChatGPT returns a clear personalized buyer guide with top options, tradeoffs, and product insights gathered from reliable sources.
Powered by a specialized version of GPT-5 mini, trained for shopping tasks, the tool reads high-quality retail sites, cites accurate details, and adapts to user preferences in real-time.
OpenAI designed it for transparency, noting that chats are not shared with retailers and results come from organic research rather than paid placement.
Although product details may not always be perfect, users can click through to retailer pages for final verification.
Key Takeaways:
- OpenAI launched Shopping Research, a feature that builds personalized buyer guides inside ChatGPT.
- The tool asks clarifying questions and gathers real-time information from trusted online sources.
- Users can refine results with feedback and receive a full guide in minutes.
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