OpenAI has announced the launch of Shopping Research, a new AI shopping tool built to help consumers make better-informed purchase decisions directly within ChatGPT. The rollout arrives just as holiday shopping activity accelerates, positioning the tool as a timely enhancement for buyers navigating crowded product categories and promotional offers.
Designed for users seeking detailed, research-backed recommendations, the new feature automatically generates comprehensive shopping guides that include top product picks, key differences between models, and real-time retail insights gathered from publicly available websites. OpenAI said the tool will support shoppers in comparing choices efficiently without requiring extensive manual research.
Unlike quick responses provided by standard ChatGPT interactions, Shopping Research is built for deeper evaluation and may take a few minutes to compile findings. Users can personalize their guides based on budget, product features, brand preferences, and the intended recipient of a purchase.
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Examples provided by OpenAI include queries like:
“Find the quietest cordless stick vacuum for a small apartment,” or
“I need a gift for my four-year-old niece who loves art.”
When prompts indicate an intent to research product purchases, the Shopping Research panel will appear automatically, although it can also be accessed from ChatGPT’s menu.
Part of OpenAI’s Expanding E-Commerce Strategy
The launch reinforces OpenAI’s ongoing expansion into the commerce ecosystem. In September, the company introduced Instant Checkout, a feature enabling users to purchase items directly through ChatGPT from supported merchants. OpenAI confirmed that Shopping Research will be able to integrate with Instant Checkout in the future, allowing users to move from discovery to purchase in a single workflow.
OpenAI emphasized that the research results are organic and not influenced by advertisers. The company stated that it will not share user data or chat content with retailers. However, since information is drawn from public online listings, availability and pricing details may occasionally be inaccurate.
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Rollout Across ChatGPT Tiers
Shopping Research is now rolling out for logged-in users across OpenAI’s Free, Go, Plus, and Pro subscription tiers. As adoption grows, the feature is expected to evolve into a broader commerce platform combining product intelligence with seamless purchasing.
By merging generative AI with retail decision-making, OpenAI aims to reposition ChatGPT as a shopping assistant capable of replacing hours of independent research and fragmented online comparisons. With holiday sales volumes climbing and consumers demanding greater value clarity, the move could significantly expand OpenAI’s footprint in the competitive retail technology landscape.
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