OpenAI is transforming how people shop online with the introduction of a new product discovery feature in ChatGPT. The AI assistant can now display relevant product options when users express shopping intent, potentially reshaping how consumers research and discover items before making purchases.
The feature, which began rolling out yesterday to Plus, Pro, Free, and logged-out users globally, marks an interesting expansion of ChatGPT‘s capabilities beyond answering questions and generating content.
How It Works: AI-Driven Product Discovery
When users ask ChatGPT shopping-related questions like “I’m looking to buy costumes for my two dogs,” the AI will now display visually rich product carousels, provide additional details, and link directly to websites where users can learn more or make purchases.
What makes this approach different from traditional shopping search engines is that the product selections are determined entirely by ChatGPT’s AI model (specifically GPT-4o and 4o-mini) rather than through paid placements. OpenAI emphasizes that “products are selected by ChatGPT independently and are not ads,” distinguishing their approach from ad-supported shopping platforms.
When determining which products to show, ChatGPT considers several factors:
- Structured metadata from third-party providers (prices, descriptions)
- Third-party content like user reviews
- The AI’s own assessment of relevance before factoring in search results
- OpenAI’s safety standards
The system also considers individual user context when available, including previous conversations stored in ChatGPT’s memory feature and any custom instructions users have provided.
Personalized Shopping Assistance
Unlike traditional product search engines that simply match keywords, ChatGPT attempts to understand the nuances of shopping queries and personalize its responses accordingly.
For example, if a user asks for help finding dog costumes, ChatGPT will consider general factors like price range, customer ratings, and ease of use, as well as specific criteria like sizing and style preferences. The system can even factor in previously mentioned preferences—if a user had expressed a dislike for clown-themed items in previous conversations, the AI might exclude clown costumes from its recommendations.
This contextual understanding allows ChatGPT to function more like a knowledgeable shopping assistant than a traditional search engine, adapting its recommendations based on the specific needs of each user.
Product Information and Merchant Selection
To make shopping results more user-friendly, ChatGPT generates simplified product titles and descriptions based on information from third-party providers. The system may also add feature labels like “Budget-friendly” or “Most popular” based on available data, though OpenAI cautions that these labels are not guarantees or verified statements.
Some product listings include review summaries generated by the AI based on reviews from public websites, highlighting common user feedback. Star ratings, when shown, are provided by third-party providers and may represent aggregated ratings from multiple sources.
When users click on a product, ChatGPT may display a list of merchants offering that item. Currently, the order of merchants is primarily determined by OpenAI’s third-party data providers rather than being ranked by factors like price or shipping policies. OpenAI indicates this approach is likely to evolve as they improve the shopping experience.
Pricing Transparency and Accuracy Challenges
While the new feature aims to provide helpful product information, OpenAI acknowledges certain limitations around pricing data. The prices shown in ChatGPT’s initial response typically reflect the price from the first merchant listed, which may not be the lowest available price.
The company also notes that when merchants update their pricing or shipping terms, there may be delays before this information is reflected in ChatGPT’s responses. Similarly, estimated taxes and delivery fees may sometimes differ from final charges.
To address these limitations, OpenAI is exploring ways for merchants to provide product feeds directly, which would help ensure more accurate and current listings. Interested merchants can complete an interest form to be notified when direct submissions open.
Potential Impact on E-commerce
This new feature positions ChatGPT as a potential competitor to traditional product search engines and shopping platforms. By leveraging its conversational interface and understanding of user intent, ChatGPT offers a different approach to product discovery that could appeal to consumers frustrated with traditional shopping search experiences.
For merchants and brands, ChatGPT’s product recommendations represent a new channel through which consumers might discover their products. Unlike advertising-based platforms where visibility is largely determined by ad spend, ChatGPT’s approach focuses on relevance to user queries, potentially creating new opportunities for products that best match consumer needs rather than those with the largest marketing budgets.
However, the current reliance on third-party data providers for merchant selection means the system’s merchant rankings don’t yet reflect factors that might be important to consumers, such as competitive pricing or shipping policies.
User Feedback and Future Evolution
OpenAI emphasizes that the shopping feature is still evolving, noting, “We expect this to evolve as we continue to improve the shopping experience.” The company is actively seeking user feedback, which can be provided by clicking the thumbs-up or thumbs-down icon on shopping results or by completing a dedicated feedback form.
As with many AI applications, the effectiveness of ChatGPT’s shopping recommendations will likely improve over time as the system learns from user interactions and as OpenAI refines its approach based on feedback.
For users concerned about the accuracy of product information, OpenAI recommends verifying that products meet specific needs before purchasing, acknowledging that ChatGPT may not display all available products in a given category.
A New Chapter in AI-Assisted Shopping
The introduction of shopping results represents another step in ChatGPT’s evolution from a text-generation tool to a more comprehensive assistant that can help with a wide range of real-world tasks. By bringing its natural language understanding capabilities to the shopping domain, OpenAI is exploring how AI might transform consumer decision-making and product discovery.
While this feature is just beginning to roll out, it signals OpenAI’s interest in practical applications of AI that extend beyond content creation and information retrieval. As the system evolves, it may offer insights into how AI can create more personalized, contextually aware shopping experiences that better align with consumer needs and preferences.
