OpenAI launches free AI shopping tool in ChatGPT to help users build personalised holiday gift guides

OpenAI has introduced an innovative AI shopping assistant within ChatGPT, aimed at helping users in the U.S. curate personalized gift guides just in time for the festive season. This new feature is accessible to all users, regardless of whether they are on free or paid plans, and will remain free until January, according to reports from Bloomberg. This shopping tool distinguishes itself from standard ChatGPT interactions by posing clarifying questions to users before making product suggestions. It takes into account various factors such as budget, color preferences, and item sizes, providing users with a selection of 10 to 15 options at a time. Users can further refine their choices with options like “more like this” or “not interested.” Manuka Stratta, an OpenAI researcher, highlighted the importance of user-generated content, noting, “Generally, a lot of reviews on Reddit are pretty trustworthy.” She explained that the model is trained to focus on organic content rather than paid marketing. However, Isa Fulford, who heads OpenAI’s shopping research team, acknowledged the challenges inherent in developing the tool. “Teaching the model to critically identify objective, unpaid, or genuine user reviews has proven to be a complex task,” she said. “It’s impossible to achieve a perfect accuracy.” The AI excels in categories rich in details, such as electronics, beauty products, home and garden supplies, kitchen gadgets, and outdoor gear. For straightforward inquiries like price checks or hardware specifications, OpenAI advises users to utilize the standard ChatGPT service. Users are encouraged to visit merchant websites for the most precise information, as the tool can occasionally misjudge product specifics, including price and availability. The assistant aggregates reviews from various online sources and provides citations without favoring specific websites or tracking sales. Accessible through a unique “shopping research” button, users can initiate their searches with prompts such as “find a small couch for a studio apartment” or “I need a gift for my four-year-old niece who loves art.” This launch comes amid increasing competition in the AI shopping arena, with companies like Perplexity AI also exploring ways to integrate AI into consumer purchasing decisions, thereby creating new revenue opportunities.