OpenAI has launched a new update to ChatGPT that makes shopping online simpler and more interactive. From April 29, when you use ChatGPT to search for products, you’ll see a much more personalised and visual experience—complete with product recommendations, images, reviews, and links to purchase directly from online stores.
This update is part of OpenAI’s push to compete with major search engines like Google. It’s available in the GPT-4o model, now ChatGPT’s default. You can access it whether you have a Pro, Plus, or Free account—even if you’re not logged in.
Shop smarter with natural conversations
What makes this update stand out is how easy it is to use. You can now ask particular questions in plain language. For example, you might type, “What are the best travel backpacks under US$100?” ChatGPT will respond with tailored suggestions with pictures, prices, and reviews. OpenAI starts with popular categories like fashion, beauty, electronics, and home goods.
This new search approach feels more natural and user-friendly. Instead of scrolling through endless results, you’ll get straight to the items that match your needs. It’s also designed to give you control—no ads, no paid placements, and no pressure to click on anything.
OpenAI says the results come from structured data shared by trusted third-party sources, including product details, reviews, and pricing. Importantly, OpenAI confirms it isn’t getting a cut from your purchases and that the search results aren’t influenced by advertising.
A fresh take on search without ads
OpenAI CEO Sam Altman has long spoken out against ads in ChatGPT, though he’s recently said he’s open to “tasteful” advertising models. In a recent interview, he explained that while OpenAI might consider affiliate fees for products bought through ChatGPT, they won’t sell spots or allow companies to pay for priority results. That means your search experience should stay honest and unbiased.
The company says more than a billion searches were made on ChatGPT in just one week—a sign that many users use it for web browsing. With this shopping update, OpenAI hopes to make it an even more helpful everyday tool.
What’s next for ChatGPT shopping?
OpenAI will add memory-based shopping for ChatGPT Pro and Plus users in the coming weeks. ChatGPT will remember your past conversations and offer product suggestions based on your previous searches and chats. For instance, if you’ve been talking about camping gear, ChatGPT might later recommend a tent that matches your needs.
However, due to data protection laws, this memory feature won’t be available in the EU, the U.K., or countries like Switzerland, Norway, Iceland, and Liechtenstein.
Another new feature in ChatGPT search is trending results. As you begin typing a question, you’ll see suggestions based on what others are currently searching—similar to Google’s autocomplete.
You can also now use ChatGPT search directly through WhatsApp. You can message ChatGPT and get live answers, including shopping advice, from your mobile device.
OpenAI has already tested AI shopping tools through a platform called Operator, which scans dozens of websites to find products for you. But this latest update offers a quicker and more hands-on experience. You still get smart product search powered by AI, but now it feels more like chatting with a helpful assistant than using a traditional search engine.
As OpenAI continues to improve ChatGPT, the new shopping tools show how artificial intelligence can make everyday tasks like buying online feel easier, faster, and more human.
