OpenAI has launched a new shopping research feature in ChatGPT, aiming to make online shopping easier ahead of Black Friday. The tool, which begins rolling out today, is designed to help users compare products, find deals and discover gift ideas directly within the chatbot. The feature is available to all ChatGPT users, including those on free accounts, and the company says usage will remain almost unlimited throughout the holiday season.
New tool to support smarter shopping
OpenAI has added a dedicated shopping research mode to simplify product comparison and information gathering. Users can access the feature by selecting Shopping research from the + menu, provided they are logged into their OpenAI account. ChatGPT will also automatically switch to the new system when its shopping-focused model better handles a request. For example, prompts such as “find the quietest cordless stick vacuum for a small apartment” will activate the tool.
The new feature allows users to search for deals, identify similar products and shop for gifts. A photo-based search option is also included, allowing someone to upload an image of a dress and ask ChatGPT to find a similar item costing less than US$250. As users explore options, ChatGPT will ask clarifying questions to help refine the search and provide more accurate recommendations.
Those using ChatGPT Pulse will see even more automated support. The system can proactively generate cards containing personalised buying guides based on earlier conversations.
Technology built for product comparison
The shopping assistant is powered by a version of GPT-5 mini trained by OpenAI specifically for commerce-related tasks. According to the company, the model has been built to analyse reliable websites and cite trustworthy sources. It is designed to combine information from several places to deliver high-quality product research. OpenAI says this specialist model should be more accurate when citing product details than some of its more general systems, including GPT-5 Thinking.
Despite its improvements, the company warns that the feature is still not flawless. In a statement, OpenAI said: “Shopping research might make mistakes about product details like price and availability, and we encourage you to visit the merchant site for the most accurate details.” The company added that the tool performs best in product categories with clearly defined specifications, such as electronics, beauty and household appliances.
Growing competition in AI shopping tools
OpenAI’s decision to expand ChatGPT’s shopping capabilities reflects a broader industry trend. The company already allows users to purchase Etsy items through its chatbot, and major competitors like Google have recently strengthened their own AI-driven shopping tools. With Black Friday approaching, OpenAI appears to be positioning its updated chatbot as a useful companion for holiday shoppers looking to save time and find better deals.
