Patna: Online shopping may have become a daily habit for millions, but finding the right product amid endless listings remains one of the biggest frustrations. OpenAI is now attempting to erase that pain point with the launch of ChatGPT’s new Shopping Research feature — an AI tool designed to search, compare and recommend products as a personal shopping assistant.
The feature is available directly inside the app and is meant to make browsing feel like a natural conversation. “The goal is simple: tell ChatGPT what you need, and it will do the entire research for you,” the company said.
A New Way to Shop Inside ChatGPT
The tool transforms product discovery into a chat-like process. Users can type everyday queries such as:
-
“Under Rs. 80,000, suggest the most powerful gaming laptop.”
-
“I need a silent stick vacuum.”
-
“Which one is the best among these three strollers?”
-
“What gift should I buy for my niece who loves art?”
ChatGPT then begins real-time research, returning a personalised shortlist along with price comparisons, pros and cons, and buying suggestions.
Introducing shopping research, a new experience in ChatGPT that does the research to help you find the right products.
It’s everything you like about deep research but with an interactive interface to help you make smarter purchasing decisions. pic.twitter.com/jksGVpCXGm
— OpenAI (@OpenAI) November 24, 2025
How the Feature Works
Powered by a specialised model — GPT-5 Mini (Shopping-trained) — the tool performs a multi-step process in the background:
-
Live internet search: Fetches the latest prices, specifications, availability and customer reviews.
-
Trusted-source filtering: Ignores spammy or unreliable websites and prioritises credible retailers.
-
Adaptive learning: If users tap Not Interested or More Like This, the results instantly recalibrate to match preferences.
-
Buyer guide generation: Produces a clean, structured report within minutes.
-
Top product picks: Recommends 3–5 models with detailed strengths, weaknesses and retailer-specific deals.
How to Use It
The feature is designed to run automatically:
-
Type any shopping-related question in the chat.
-
ChatGPT will display a Shopping Research card.
-
Users can also manually select it from the (+) menu.
-
The AI will ask follow-up questions about budget, needs and preferences.
-
A personalised guide appears shortly after.
If ChatGPT Memory is turned on, the AI can also remember previous interests — such as gaming or photography — and tailor recommendations accordingly.
Available for All Users — For Now
OpenAI has rolled out the feature to Free, Go, Plus and Pro users globally. The company hinted that access for free-tier users may change later, depending on usage.
Why It Matters
Internal tests show that Shopping Research is the company’s most accurate product recommendation system yet:
| Model | Accuracy |
|---|---|
| Shopping Research | 64% |
| ChatGPT Search | 52% |
| GPT-5 Thinking | 56% |
| Mini Version | 37% |
According to OpenAI, the feature “understands user needs more precisely than any previous system”.
Limitations
While powerful, the tool isn’t flawless:
-
Prices or stock information may sometimes lag behind.
-
Users are encouraged to check retailers’ websites before purchasing.
