On September 16, 2025, OpenAI unveiled major updates to ChatGPT’s search functionality, enhancing user experience across all tiers. The key improvements focus on three areas: factual accuracy, shopping intent detection, and response formatting. Notably, factuality enhancements have led to a 45% reduction in inaccuracies, significantly addressing concerns that hindered enterprise adoption. The shopping intent detection feature now better identifies users’ product search needs, streamlining commercial queries for improved relevance. Additionally, response formatting upgrades ensure that answers are presented clearly while maintaining detail, aligning with user preferences. These updates build on enhancements from June 2025 and August 2025, demonstrating OpenAI’s commitment to continuous improvement in AI search capabilities. As ChatGPT’s weekly searches surpass one billion, these improvements position the platform competitively against traditional search engines, making it an essential tool for marketing professionals aiming for optimized content strategies and engagement in the evolving AI landscape.
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