Holiday shopping just got a digital upgrade. On Monday, November 24, OpenAI announced the launch of a new “shopping research” experience within ChatGPT, giving users a powerful new way to discover, understand, and compare products through conversational queries.
The feature, which is rolling out across Free, Go, Plus, and Pro plans, marks OpenAI’s first major step into AI-powered shopping assistance, positioning ChatGPT as a personalized product research companion. With the new tool, users can describe what they’re looking for in plain language and receive tailored, data-backed buying guides—just in time for the busiest shopping period of the year.
What Is ChatGPT’s Shopping Research Feature?
The new shopping research experience turns ChatGPT into an intelligent shopping analyst. Rather than simply listing products or prices, it asks clarifying questions, researches multiple sources, and builds a personalized guide based on the user’s stated needs and preferences.
According to OpenAI’s press release, the feature “researches deeply across the internet, reviews quality sources, and builds on ChatGPT’s understanding of you from past conversations and memory.” This allows it to craft a buyer’s guide that balances performance, pricing, and tradeoffs—all within a few minutes.
| Feature | ChatGPT (Standard) | ChatGPT with Shopping Research |
|---|---|---|
| Response Time | Instant | A few minutes (for deeper analysis) |
| Focus | Answers direct product questions | Builds full buyer’s guides |
| Data Sources | Public knowledge + web search | Curated web data + quality sources |
| Personalization | Context-based | Memory + tailored recommendations |
| Interactivity | Static responses | Real-time feedback and guidance |
How It Works: A Personalized Buying Companion
The new tool operates conversationally. Users start by describing what they need—say, “a lightweight laptop for video editing under $1,000.” ChatGPT then begins a guided Q&A, asking questions to refine preferences: preferred brands, battery life, screen size, or operating system.
Once it gathers enough context, ChatGPT compiles a comparative report summarizing options with pros, cons, and key tradeoffs. Users can then give feedback in real time, steering the assistant toward options they like or dismissing ones that don’t fit.
“If you’d like to purchase an item, you can click through to the retailer’s site to do so,” OpenAI noted. The company also revealed plans for an “Instant Checkout” feature that will enable direct purchases through ChatGPT, expected to roll out to select merchants in the near future.
Privacy and Transparency Built In
OpenAI emphasized that shopping research does not share user conversations with retailers. Instead, the results are organic and unbiased, drawing only from publicly available websites.
Retailers can make their sites visible to the feature by going through OpenAI’s allowlisting process, which ensures that only verified sources feed into ChatGPT’s product comparisons.
This transparency-first approach is part of OpenAI’s broader strategy to differentiate ChatGPT from ad-driven search engines, offering a more objective, research-oriented shopping experience.
Market Context: AI Becomes a Shopping Partner
The launch of ChatGPT’s shopping research tool comes amid a rapid rise in AI-assisted consumer behavior. According to a recent survey, about 32% of consumers have used or plan to use generative AI for shopping, with adoption highest among bridge millennials (38%) and lowest among baby boomers (28%).
Industry observers say this reflects a new era of “agentic commerce,” where AI systems act as both researchers and intermediaries in the buying process.
“Consumers are increasingly trusting AI to handle the heavy lifting—comparing products, reading reviews, and summarizing pros and cons,” said Dmitry Shevelenko, Chief Business Officer at Perplexity, which launched its own agentic shopping product earlier this month. “The next logical step is closing the loop with seamless checkout directly inside the AI assistant.”
Competition Heats Up in AI Shopping
The timing of OpenAI’s launch also places it in direct competition with emerging AI shopping platforms such as Perplexity and Google’s Search Generative Experience (SGE).
While Google is embedding product recommendations within its search results, OpenAI’s approach focuses on conversational guidance and depth rather than quick answers. By positioning ChatGPT as an interactive shopping advisor, OpenAI aims to attract users seeking personalized insights rather than promotional content.
Experts suggest that this move could disrupt traditional affiliate-based review sites, as AI assistants increasingly become the first stop for consumer decision-making.
“AI is transforming how people shop,” said Sarah Long, a retail technology analyst at Forrester Research. “ChatGPT’s shopping research offers a curated, human-like interaction that could redefine trust in online recommendations.”
AI and the Future of E-Commerce
The expansion of ChatGPT into shopping reflects a broader trend: AI assistants are becoming consumer decision engines. As more people rely on generative models to make purchase choices, retailers will face growing pressure to optimize their product data and ensure visibility within AI ecosystems.
| Trend | Implication for Retailers |
|---|---|
| Growth of AI shopping assistants | Shift from search-based marketing to conversational engagement |
| Integration of Instant Checkout | Potential disintermediation of e-commerce platforms |
| AI-driven personalization | Higher expectations for relevance and transparency |
| Privacy-focused shopping experiences | Competitive edge for brands that prioritize user trust |
OpenAI’s decision to offer “nearly unlimited usage” during the holiday season signals confidence in both the technology and its scalability. Analysts say the company is likely testing user behavior and commercial potential before broader integration in 2026.
Why It Matters?
ChatGPT’s new shopping research tool blurs the line between search engine, review aggregator, and personal shopping assistant. It reflects the growing expectation that AI should not only answer questions but also guide complex decisions.
By fusing conversational intelligence with product data, OpenAI is not just entering e-commerce—it’s redefining how consumers shop online, potentially challenging Amazon’s and Google’s dominance in product discovery.
As Shevelenko put it, “We’re moving toward a future where AI doesn’t just tell you what’s best—it helps you understand why.”
Conclusion: ChatGPT Redefines Product Research
By weaving deep research, personalization, and transparency into a single AI experience, OpenAI’s shopping research tool could fundamentally reshape how consumers approach online purchasing. It offers a glimpse into the future of AI-driven commerce, where recommendation engines evolve into full-fledged advisors.
As the holiday season begins, ChatGPT is not just answering questions—it’s becoming the digital shopping companion millions didn’t know they needed.
FAQs
Who can use ChatGPT’s new shopping research feature?
It’s available to Free, Go, Plus, and Pro users who are logged in to ChatGPT.
How does it work?
You describe what you’re looking for, ChatGPT asks clarifying questions, and then produces a personalized buyer’s guide with detailed comparisons.
Can I make purchases directly through ChatGPT?
Not yet. You can click through to retailers, but Instant Checkout for direct purchases will roll out later.
Does OpenAI share my data with retailers?
No. Shopping research is based on public web data and does not share your chats or preferences with merchants.
How is this different from a Google search?
Instead of listing links, ChatGPT provides in-depth, conversational comparisons tailored to your needs and preferences.
When will full rollout be complete?
The feature is available now to all logged-in users, with expanded capabilities expected in early 2026.