OpenAI has launched shopping research, a new tool in ChatGPT designed to streamline product discovery and help users compare items more efficiently. The feature is rolling out globally from today across ChatGPT Free, Go, Plus and Pro plans, with expanded usage available through the holiday season.

The new shopping research capability aims to simplify product selection by generating personalised buyer’s guides based on user prompts. Instead of browsing multiple sites, consumers can describe their needs — such as choosing a cordless vacuum or comparing bicycles — and ChatGPT will compile a tailored shortlist using up-to-date information sourced online.

Conversational product discovery

OpenAI said the shopping research tool is built for users seeking deeper comparisons beyond simple price checks or feature confirmations. The tool asks clarifying questions, studies user preferences, and pulls details such as specifications, reviews and photos from quality online sources.

The company said the feature performs well in categories that typically require more extensive evaluation, including electronics, beauty, home and garden, kitchen appliances, and outdoor gear.

For users with ChatGPT memory enabled, the platform can tailor recommendations further. Someone who has previously discussed gaming laptops, for instance, could receive guides that account for performance needs relevant to gamers.

Integration with ChatGPT Pulse

The shopping research tool is also available in ChatGPT Pulse, a feature currently exclusive to Pro subscribers. Pulse can proactively suggest buyer’s guides based on users’ previous conversations, such as recommending e-bike accessories to someone who has been researching electric bicycles.

According to OpenAI, early adoption shows strong demand for more structured product guidance, with “hundreds of millions” of users relying on ChatGPT for shopping-related decisions.

How the feature works

Users can start by asking a shopping-related question, after which ChatGPT may suggest activating the shopping research mode. The tool opens a visual interface where users can refine product preferences by adjusting budgets, identifying key features, or indicating who the purchase is for.

As the research progresses, ChatGPT presents suggested products that users can mark as “Not interested” or “More like this”, allowing the guide to adapt in real time. Once the review is complete, ChatGPT produces a personalised buyer’s guide summarising top options, trade-offs and updated retail information.

OpenAI said users can click through to retailers’ websites to complete purchases. The company is planning future support for Instant Checkout, enabling some transactions directly within ChatGPT where merchants participate.

OpenAI is positioning shopping research as a step toward more personalised consumer tools as conversational AI continues to influence online shopping behaviour. The company expects usage to increase during the holiday season as more users test the feature across mobile and web platforms.