OpenAI has released a new “shopping research” tool within ChatGPT designed to help users navigate product searches more efficiently, particularly as Black Friday and the holiday shopping season approach. The tool is intended to streamline the process of finding and comparing products by leveraging AI to curate personalized buyer’s guides.
How the Tool Works
The shopping research feature operates through a conversational interface. Users describe their desired products, and the AI responds with suggestions. Critically, users can refine the results in real-time by indicating their preferences — marking items as “Not interested” or requesting “More like this.” The AI then adjusts its recommendations accordingly.
This interactive approach stands in contrast to traditional search methods, which often require extensive manual comparison. OpenAI states the tool performs best with products requiring detailed specifications, such as electronics, cosmetics, appliances, and sporting goods.
The Growing Trend of AI in E-Commerce
OpenAI’s move aligns with a broader industry trend: major tech companies are increasingly betting on AI as a key driver in e-commerce. Google, Microsoft, and Perplexity have also introduced AI-powered shopping assistants capable of product search and even automated order completion.
This investment reflects a recognition that AI can significantly improve the online shopping experience by reducing friction and providing more relevant results. However, it also raises questions about the future of search, with AI agents potentially replacing traditional search engines for many consumers.
Key Features and Limitations
The AI shopping assistant compiles structured buyer’s guides from data gathered across the web, including product suggestions, comparisons, and retailer information. OpenAI emphasizes that it prioritizes reliable sources and aims to avoid low-quality or spammy websites.
However, the company acknowledges that the system is not foolproof. Users may encounter errors in pricing or availability, highlighting the ongoing need for human oversight. The tool is currently available to logged-in ChatGPT users with nearly unlimited usage through the holiday season.
OpenAI’s new shopping tool represents a significant step toward integrating AI directly into the consumer purchasing process. While not perfect, it demonstrates the potential for AI to reshape how people shop online, especially during peak seasons like Black Friday.
