OpenAI’s new Shopping Research feature in ChatGPT serves as a personalized product advisor, simplifying online shopping for users across web and mobile apps. Available to all logged-in users—including Free, Go, Plus, and Pro—this tool enables effortless product research by allowing users to describe their needs, such as finding a quiet vacuum or a gaming laptop under $1,000. The system then curates tailored buying guides, checks prices, and assesses availability from trusted retail websites, all within minutes. Powered by a specialized GPT-5 mini model, Shopping Research offers interactive features, allowing real-time adaptation based on user preferences and feedback. OpenAI maintains privacy, ensuring user chats aren’t shared with retailers, and listings are organic. While acknowledging limitations like pricing inaccuracies, OpenAI plans to integrate direct checkout options in the future. However, Google remains a formidable competitor, leveraging its extensive ecosystem and search dominance.
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