OpenAI has introduced a new feature called Shopping Research in ChatGPT, aimed at helping users evaluate products, compare specifications and make more informed purchasing decisions. The company said the feature is designed to simplify product discovery by using large language model capabilities to analyse publicly available information, user preferences and product attributes in a structured way. Shopping Research has been positioned as a tool that blends conversational assistance with deeper research capabilities.
According to the organisation, the feature allows users to ask broad or highly specific shopping related questions. These range from general prompts such as finding options for a new laptop to more detailed requests involving budget, technical specifications or lifestyle usage. ChatGPT then compiles a structured overview of relevant products, outlines key differentiators and highlights factors that may matter most to the user’s decision.
The company explained that Shopping Research uses AI to distill complex product information that is often scattered across multiple websites. OpenAI said the tool can process reviews, manufacturer descriptions and technical sheets to present simplified and comparable insights. The intention is to reduce time spent browsing different sources and make research accessible to less technical users.
Shopping Research has been integrated into ChatGPT for users in the United States, with a gradual rollout expected for other markets. The organisation described the launch as an early step in building more personalised and context aware shopping support, though it clarified that the system does not promote sponsored placements or advertisements. OpenAI stated that product suggestions are based on publicly available details and user provided context.
Industry analysts observing the launch noted that the addition of shopping capabilities within a conversational AI platform reflects a broader move toward service based AI assistance. As consumers increasingly rely on digital tools for research and decision making, generative AI models are becoming intermediaries that simplify complex comparisons. Tools like Shopping Research could influence user behaviour, especially in categories where specifications and price comparisons are difficult to interpret.
OpenAI explained that the system supports multiple product categories including electronics, home appliances, fitness equipment and consumer lifestyle goods. For each query ChatGPT generates side by side comparisons, summaries of distinguishing features and notes on value for money. The company said the goal is not to direct users to specific sellers but to provide neutral information that helps them make independent choices.
The organisation also stated that transparency remains a key principle. ChatGPT may provide source attributions for factual claims within the shopping summaries, depending on the nature of the query. OpenAI confirmed that the system uses publicly available information and retailer listings to extract relevant insights, but it does not access private data or proprietary sales databases.
The launch enters a competitive landscape where several technology companies are exploring ways to combine search, recommendations and conversation driven interfaces. Analysts say that the rise of AI powered discovery tools could reshape how consumers browse products, especially if conversational models begin replacing or supplementing traditional search engines. With this update OpenAI has introduced a product that can handle nuanced, multi factor shopping queries in a dialogue format.
Consumer feedback from early users indicates that the tool is particularly useful for breaking down technical categories such as laptops, cameras and audio devices. Some users reported that the ability to ask follow up questions within the same conversation made research more efficient. Others noted that ChatGPT was able to explain trade offs in a straightforward manner, helping them understand which features matter most based on their intended use.
OpenAI said that the feature also supports educational shopping scenarios. For example users who are new to a product category can ask ChatGPT to explain terminology, provide buying guides or clarify how certain specifications impact real world performance. The company emphasised that this educational support is part of its broader effort to make AI both informative and accessible.
Despite its capabilities, OpenAI acknowledged that Shopping Research is not a replacement for professional reviews or expert evaluations. The organisation recommends that users combine ChatGPT insights with their own research when making high value purchases. The company said it is continuing to refine the tool’s accuracy and plans to expand product coverage, integration depth and contextual understanding in future updates.
Industry observers also noted that the feature could evolve into a platform that supports more personalised shopping journeys. As AI models gain the ability to store long term preferences, tools like Shopping Research may eventually provide recurring recommendations tailored to individual shopping habits, budgets or lifestyles. OpenAI has not provided specific timelines for such enhancements but has signalled interest in building more advanced consumer support experiences.
In summary the launch of Shopping Research reflects OpenAI’s growing focus on practical and everyday use cases for generative AI. By offering structured comparisons and simplified product insights, ChatGPT is moving beyond conversational interactions toward more functional decision support. As AI becomes increasingly embedded in consumer workflows, features like this are expected to play an important role in shaping how users discover, compare and evaluate products.
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