DBT Bureau
Pune, 27 Nov 2025
OpenAI has introduced “shopping research”, a new feature inside ChatGPT designed to simplify product discovery and comparison. The tool allows users to describe what they’re looking for, after which ChatGPT conducts end-to-end research—gathering details, comparing options, and producing a personalized buyer’s guide. The experience is interactive, with ChatGPT asking clarifying questions, checking specifications, reviewing reputable sources, and tailoring suggestions based on past conversations and the user’s saved ChatGPT memory.
The feature is rolling out on both web and mobile for all logged-in ChatGPT users across Free, Go, Plus, and Pro tiers, with nearly unlimited access during the holiday season. According to OpenAI, shopping research performs particularly well in categories that require detailed comparisons such as electronics, home appliances, beauty, and outdoor equipment.
A visual research interface lets users refine recommendations by marking products as “Not interested” or “More like this,” prompting ChatGPT to adjust results in real time. Once the research is complete, ChatGPT provides a structured buyer’s guide highlighting top options, key differences, and tradeoffs, sourced from high-quality retail sites. Purchases currently redirect to retailers, though OpenAI plans to support direct transactions through its Instant Checkout system in the future.
The capability is powered by a specialized version of GPT-5 mini trained with reinforcement learning for shopping tasks. OpenAI emphasizes transparency: chats are not shared with retailers, results are based on public retail information, and the system is built to avoid low-quality sources.
