As Black Friday approaches, tech giants like OpenAI and Perplexity are launching AI-powered shopping assistants to enhance online consumer experiences. OpenAI’s “shopping research” feature in ChatGPT allows users to quickly receive personalized buyer guides by describing their desired products. It utilizes a GPT-5 mini variant specifically designed for shopping. Meanwhile, Perplexity’s Instant Buy feature, in collaboration with PayPal, enables U.S. consumers to complete purchases seamlessly within its AI chat. With AI-assisted online shopping expected to surge by 520% this holiday season, both tools simplify product searches, supporting actions like photo uploads. However, niche startups argue that their specialized expertise offers superior value. Leaders like Zach Hudson and Julie Bornstein emphasize the importance of domain-specific knowledge, particularly in areas like fashion, which require nuanced understanding beyond basic search indexes. OpenAI’s feature is readily accessible to all users, enhancing options for informed shopping this season.
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