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OpenAI has rolled out Shopping Research, a new ChatGPT feature that turns the chatbot into a hands-on shopping assistant. Rather than returning a dry list of links, ChatGPT now conducts a guided product search, tailors recommendations to your needs, and delivers a compact, personalized buying guide.
How Shopping Research turns chat into a buying guide
Ask something like “best cordless vacuum for a small apartment” and ChatGPT no longer gives generic answers. It switches into a research mode that asks follow-up questions about budget, preferred features, and how you intend to use the product. Then it scours the web, consults reputable sources, and compiles up-to-date details—prices, stock status, specs—into an easy-to-read recommendation.
- ChatGPT asks clarifying questions to pinpoint your needs.
- The assistant searches trusted sites and aggregates current information.
- It returns a tailored buyer’s guide with top picks, pros and cons, and side-by-side comparisons.
Powered by GPT-5 mini — optimized for shopping
This capability is driven by a specialized GPT-5 mini model trained for shopping tasks. OpenAI says the model is better at reading ecommerce pages, synthesizing product data, and matching items to user requirements than earlier models such as GPT-4 or a standard web search. Published comparisons show improved accuracy when identifying items that meet specific needs.
That said, OpenAI is upfront about limits. Real-time details like live pricing and inventory can still be wrong or out of date. The company recommends clicking through to the retailer’s site to verify critical purchase information. Looking ahead, an ‘instant checkout’ option is planned so users can complete purchases directly from the chat in future updates.
Who gets access and what extra features are available?
Shopping Research is available to all ChatGPT users — free, Plus, and Pro. For the holiday season, OpenAI is offering nearly unlimited use of the feature so shoppers can browse and compare without strict caps.
Pro subscribers receive an additional tool called Pulse. Pulse proactively suggests items based on your chat history. For example, if you previously discussed electric bikes, Pulse might surface compatible accessories and upgrades next time—helping you build a complete purchase in fewer steps.
In short, Shopping Research aims to make online buying feel more like a conversation with a savvy friend who knows where to look. It’s not a replacement for checking seller pages, but it’s a powerful shortcut for narrowing options and making informed choices quickly.
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