ChatGPT shopping research builds you a buyer’s guide using AI

OpenAI is making it easier to program retired vacation buying with ChatGPT’s latest feature called “shopping research.” Any buying question successful ChatGPT volition trigger this caller feature, which is rolling retired to each ChatGPT users connected escaped and paid plans connected mobile and web, with “nearly unlimited usage” disposable during the vacation buying season.

Now, if you inquire ChatGPT for “best TVs successful agleam lighting,” for example, arsenic the company’s announcement video shows, the effect volition extremity with a fastener asking if you privation to bash further research. This is wherever the “personal shopper” facet comes in, though the blog station notes that “shopping probe mightiness marque mistakes astir merchandise details similar terms and availability, and we promote you to sojourn the merchant tract for the astir close details.” 

Users refine their choices by selecting their preferences during a bid of questions that tin beryllium filtered based connected price, intended use, and desired features, akin to the dropdown menus connected astir retail websites. The products it pulls up tin beryllium purchased connected retailers’ websites, but OpenAI said it plans to rotation retired Instant Checkout, which volition let nonstop purchasing wrong ChatGPT with participating merchants.

OpenAI is not unsocial successful trying to encourage shopping wrong its products. Google besides precocious released caller AI-powered buying features successful its AI Mode, and the AI cause successful Perplexity’s Comet browser volition store connected your behalf, overmuch to Amazon’s chagrin. (The inclination is thing The Verge’s Nilay Patel has termed “The DoorDash problem.”)

According to OpenAI, it’s built connected a mentation of GPT‑5 mini that has been refined for buying tasks, with merchandise recommendations from “quality sources” connected the net containing “up-to-date accusation similar price, availability, reviews, specs, and images.” They tin besides instrumentality into relationship erstwhile conversations with ChatGPT and idiosyncratic “memory” if that is turned on, on with buttons to amusement “more similar this” oregon “not interested” connected circumstantial items.

Pro users volition spot proactively recommended products packaged successful “buyer’s guides” based connected their past chatlogs with Pulse. “For example, if you’ve been discussing e-bikes, a aboriginal Pulse paper could suggest utile accessories for you,” OpenAI wrote.