OpenAI has introduced a new feature called “shopping research” that transforms ChatGPT into a personalized buying assistant just in time for the holiday shopping surge. The tool announced in an official OpenAI update aims to help users compare products, refine preferences, and create tailored buyer’s guides directly inside ChatGPT.
The feature is now rolling out across free and paid ChatGPT plans on both mobile and web, with the company confirming that users will have “nearly unlimited usage” throughout the festive season, when shopping-related queries typically peak.
How ChatGPT’s Shopping Research Tool Helps You Buy Smarter
The new system activates automatically whenever a user asks a product-related question such as “best laptops for travel” or “top TVs for bright rooms.” After the initial answer, ChatGPT displays a button that invites users to “continue researching.”
Selecting it launches a guided questionnaire that helps the model narrow down the best options based on:
- Price range
- Intended use
- Preferred features or specifications
- Personal style or functional needs
OpenAI notes that the assistant can still make mistakes regarding real-time product information, reminding users to double-check prices and availability directly on retailer websites.
Powered by a Specialized GPT-5 Mini Model
The new capability is built on a refined version of GPT-5 mini, engineered specifically for shopping tasks. According to OpenAI, the system collects information from “high-quality sources” across the internet, including updated details on:
- Product specs
- Reviews
- Prices
- Availability
- Images
If a user has ChatGPT’s memory enabled, the assistant can also use earlier conversations to personalize its recommendations. For ChatGPT Pro customers, this results in automatically generated buyer’s guides tailored to long-term interests. For example, users who have previously researched e-bikes may later receive a curated accessories guide.
Part of a Growing Market for AI Shopping Tools
OpenAI’s move comes amid a broader industry push toward integrated AI shopping assistants. Google recently announced its own AI-powered shopping enhancements in “AI Mode,” while Perplexity’s Comet browser includes an agent capable of shopping on a user’s behalf.
These advancements reflect what analysts describe as the rise of AI intermediaries systems that bridge the gap between consumers and online retailers by filtering the overwhelming amount of product information available on the internet.
OpenAI also plans to introduce Instant Checkout, a feature that will let users purchase items directly inside ChatGPT through participating merchants, further positioning ChatGPT as a centralized shopping hub.
A Step Toward More Personalized, AI-Driven Shopping
With “shopping research,” OpenAI strengthens ChatGPT’s role as a decision-making companion, helping users navigate complex buying choices with far less effort. While the company emphasizes the need for human verification of product details, the feature demonstrates how AI is increasingly shaping consumer behavior and online commerce.
As the holiday season arrives, millions of shoppers may find themselves relying on ChatGPT not only for advice, but for fully guided product discovery marking a major turning point in how AI tools interact with the retail world.
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