OpenAI announces shopping research tool in latest e-commerce push

On Monday, OpenAI introduced an exciting new feature known as "shopping research," strategically timed as consumers prepare for increased spending during the holiday season. This tool is tailored for ChatGPT users seeking in-depth shopping guides that offer comprehensive insights into various products. According to a recent blog announcement, the shopping research guides will highlight top products, outline critical differences among them, and present the latest information from retailers. Users can customize their guides based on their budget, preferred features, and the recipients for whom they are shopping. OpenAI noted that while the shopping research tool is designed to provide detailed responses, users looking for quick answers—such as price checks—can still rely on standard ChatGPT replies. When users pose inquiries like, "What is the quietest cordless stick vacuum for a small apartment?" or "What gift should I buy for my niece who loves art?", the shopping research feature will automatically appear to assist them. Additionally, users can access this new tool from the menu. OpenAI has been intensifying its focus on e-commerce, having launched a feature called Instant Checkout in September, which enables users to make direct purchases from eligible merchants through ChatGPT. Future enhancements will allow shopping research users to utilize Instant Checkout for their purchases. OpenAI emphasized that the results generated from shopping research are organic, relying solely on publicly available retail information. They also assured users that their chat data will remain confidential and not be shared with retailers. However, the company cautioned that there may be occasional inaccuracies regarding product availability and pricing. The shopping research tool is currently being rolled out to users of OpenAI's Free, Go, Plus, and Pro plans who are logged into ChatGPT.