OpenAI launches AI-Powered shopping research tool in ChatGPT

OpenAI has introduced a new shopping research feature in ChatGPT, rolling it out just in time for the holiday season. Available to all logged-in users, the tool acts as a personal shopping advisor—helping users discover products based on their needs, without facilitating direct purchases.

The experience is highly interactive: users simply describe what they’re looking for—e.g., “a smartphone under $1,500 with over 18 hours of battery life”—and ChatGPT begins filtering options. It follows up with clarifying questions about budget, features, and preferences to refine results.

Powered by a specially trained GPT-5-mini model, the tool pulls and analyzes data from multiple trusted retail sites. While OpenAI reports high accuracy, it still advises users to verify pricing and availability before buying.

A standout feature is its Tinder-style feedback: users can quickly swipe or tap to indicate interest in suggested items, making product discovery fast and engaging. The system also supports image uploads—for example, identifying dog treats from a photo—and iteratively improves recommendations based on user input.

Ultimately, users receive a personalized shopping guide with curated picks and direct links. Though not meant to replace traditional shopping, the tool offers a smarter, more efficient way to navigate an overwhelming market—right inside ChatGPT.