OpenAI Launches New AI Shopping Tool in ChatGPT — Direct Challenge to Google’s Gemini Shopping Features
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A New AI Shopping Companion Arrives
OpenAI has introduced a fresh shopping-focused feature
inside ChatGPT, giving users an easier way to discover products tailored to
their needs. Called Shopping Research, the tool uses a visual,
step-by-step interface that lets people refine their preferences by clicking
through options. Once the chatbot understands what a user is looking for, it
pulls together a curated lineup of products they can like, dismiss, or explore
further.
The launch comes shortly after Google added AI-powered
shopping enhancements to Gemini and its updated Search experience, setting the
stage for a new rivalry in the AI shopping space.
Where the Feature Is Available
In a detailed announcement, OpenAI explained that Shopping
Research is live across ChatGPT’s mobile apps, desktop version, and web
interface. It’s accessible to anyone logged in — whether they’re on Free,
Go, Plus, or Pro plans.
ChatGPT Pro users can also access it in ChatGPT Pulse, and OpenAI says
it will allow “nearly unlimited” usage throughout the holiday season.
Introducing shopping research, a new experience in ChatGPT that does the research to help you find the right products.
— OpenAI (@OpenAI) November 24, 2025
It’s everything you like about deep research but with an interactive interface to help you make smarter purchasing decisions. pic.twitter.com/jksGVpCXGm
Designed for Easier, More Informed Shopping
OpenAI says the feature is built to simplify decision-making
when browsing for products, combining natural conversation with simple visual
choices. This makes it especially helpful for categories that often overwhelm
shoppers — such as electronics, beauty products, kitchen gear, home décor,
and outdoor sports items.
To activate it, users can tap the + button under the
text box (the same menu that holds other ChatGPT tools) and select Shopping
Research. If someone types a shopping-related question directly into
ChatGPT, the feature may automatically launch.
How It Works
During testing, the flow looked like this:
- Start
with a prompt. Describe what product you’re looking for. More details
= better suggestions.
- Answer
visual questions. A large pop-up appears asking users to click through
options that help narrow down choices.
- ChatGPT
analyzes the inputs. Depending on how specific the request is, it may
take up to a few minutes.
- Browse
a curated list. Users can mark each product as “interested” or “not
interested.”
- Explore
final matches. ChatGPT then shows a polished list with product images,
short descriptions, and direct links to retailers for purchase.
One thing worth noting: ChatGPT does not make purchases
on behalf of the user, nor does it use agents to place orders. It simply
helps with discovery — the checkout happens on the seller’s website.
#OpenAI #ChatGPT #ShoppingResearch #AIShopping #TechNews
#HolidayShopping #AIFeatures #GoogleGemini #EcommerceAI #FutureOfShopping
#ProductDiscovery #ChatGPTUpdate
