ChatGPT has launched a new feature that turns the AI chatbot into a personalized shopping assistant, just in time for Black Friday. This upgraded version goes beyond simple product searches, actively clarifying your needs and conducting in-depth research across the web. OpenAI announced Monday that the tool is now available on both mobile and desktop platforms.
How It Works: More Than Just a Search Engine
Unlike earlier shopping-focused releases, this iteration uses a specialized GPT-5 mini model to dig deep into high-quality review sites and even Reddit discussions. According to OpenAI, it outperforms even their advanced GPT-5 Thinking model for shopping tasks. Crucially, the AI leverages past conversations to provide tailored recommendations, aiming to deliver a buyer’s guide within minutes. This means the more you use it, the better it understands your preferences.
Tested in Real-World Scenarios
OpenAI demonstrated the new feature at a recent press event in New York. Journalists tested it with queries like “cute air fryer” and “Disney-themed gift for dad.” The AI responded by asking clarifying questions before generating results. However, early tests show the AI isn’t perfect: in one instance, it recommended a subpar air fryer, and for the Disney gift, all suggestions were Mickey Mouse-related.
No Affiliate Links… Yet
Currently, OpenAI isn’t monetizing the shopping research feature through affiliate revenue. Unlike some earlier integrations, there’s no direct in-app checkout. Instead, the AI directs users to external review sites, allowing them to read full reviews and click through to retailers independently. Whether consumers will actually use ChatGPT this way remains to be seen, but it avoids the direct financial incentive that could bias recommendations.
Privacy and Limitations
OpenAI emphasizes that shopping research data isn’t shared with retailers, and the AI avoids low-quality or spammy websites. They also acknowledge that the system is imperfect and may occasionally make mistakes. This feature is also integrated into Pulse, OpenAI’s personalized briefing tool for paying users.
In conclusion, ChatGPT’s new shopping assistant represents a significant step toward AI-powered consumer research. While not flawless, it offers a faster, more tailored approach to Black Friday shopping, though users should still verify recommendations independently.
