OpenAI introduced a new shopping research feature for ChatGPT to assist users with product comparisons, gift selection, and deal tracking.
This new tool is accessible to all ChatGPT users, including those with free accounts, with near-unlimited usage available through the holidays. Users can access the experience by selecting “Shopping research” from the + menu in their OpenAI account. ChatGPT will automatically direct prompts deemed commerce-related to this new model. For example, a query like “find the quietest cordless stick vacuum for a small apartment” will trigger the shopping assistant.
Beyond comparative shopping, the feature facilitates finding deals, gift shopping, and locating similar products. Users can upload a photo of an item and request ChatGPT to find comparable alternatives under a specified price, such as under $250 for a dress. ChatGPT will pose clarifying questions to refine recommendations. For ChatGPT Pulse users, the tool proactively generates personalized buying guides based on previous interactions.
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A variant of GPT-5 mini powers the feature, specialized for shopping tasks. OpenAI stated, “We trained it to read trusted sites, cite reliable sources and synthesize information across many sources to produce high-quality product research.” This shopping assistant aims for greater accuracy in citing product details compared to other OpenAI systems, such as GPT-5 Thinking.
OpenAI advises that the shopping research feature may contain errors regarding product specifics like price and availability, recommending users verify details on merchant websites. The tool performs optimally in categories such as electronics, beauty, and home appliances, where detailed specifications allow for comprehensive comparisons.
This expansion follows OpenAI’s existing offering of Etsy purchases via its chatbot and aligns with other companies, such as Google, which have recently integrated AI shopping features.
