ChatGPT Shopping Research creates a buyer’s guide using AI

OpenAI makes it easier to plan holiday shopping with ChatGPT Latest featurewhich is called “shopping research.” Any ChatGPT shopping-related question will trigger this new feature, which is rolling out to all ChatGPT users on free and paid plans on mobile and web, with “virtually unlimited usage” available during the holiday shopping season.

Now, if you ask ChatGPT about “the best TVs for bright lighting,” for example, like the company Advertisement video appears, the response will end with a button asking if you want to perform additional research. This is where the “personal shopper” aspect comes in, though the blog post notes that “shopping research may make errors about product details such as price and availability, and we encourage you to visit the merchant’s website for the most accurate details.”

Users refine their choices by indicating their preferences through a series of questions that can be filtered based on price, intended use, and desired features, similar to the drop-down menus found on most retail websites. The products you check out can be purchased from retailers’ websites, but OpenAI said it plans to roll out an instant checkout feature, which will allow direct purchases within ChatGPT with participating merchants.

According to OpenAI, it is built on a version of GPT‑5 mini that is optimized for shopping tasks, with product recommendations from online “quality sources” containing “up-to-date information such as price, availability, reviews, specifications, and images.” They can also take into account previous conversations with ChatGPT and the user’s “memory” if turned on, as well as buttons to show “more like this” or “not interested” on specific items.

Power users will proactively see recommended products in Buyer’s Guides based on their previous chat histories with Pulse. “For example, if you’re discussing e-bikes, a future Pulse card might suggest useful accessories for you,” OpenAI wrote.