OpenAI Launches Shopping Research Experience in ChatGPT

OpenAI is launching a new shopping experience in ChatGPT just in time for the holiday shopping season. The new feature lets users ask what they want to buy, and ChatGPT will do the research by pulling details from product pages and other “high-quality sources,” provide product comparisons, and more.

The new shopping assistant in ChatGPT is rolling out today for logged-in users on Free, Go, Plus, and Pro plans. It will appear as a suggestion when ChatGPT users ask the chatbot a shopping question.

“When you start, ChatGPT opens a visual interface where you can chat and share feedback on product options to guide the research. You’ll explain what you’re looking for, and answer clarifying questions about things like your budget, who the item is for, or which features you care about,” the company explained.

Introducing shopping research, a new experience in ChatGPT that does the research to help you find the right products.

It’s everything you like about deep research but with an interactive interface to help you make smarter purchasing decisions. pic.twitter.com/jksGVpCXGm

— OpenAI (@OpenAI) November 24, 2025

Depending on the questions, the shopping assistant can check a price or the availability of a specific feature, or create a detailed shopping guide with product comparisons. However, OpenAI acknowledged that its shopping assistant can make mistakes, so it encourages users to verify store listings to ensure that the information pulled by ChatGPT is accurate. Soon, products from merchants who support ChatGPT’s Instant Checkout feature will be purchasable right from a chat conversation.

For ChatGPT Pro users, shopping research is also available from ChatGPT Pulse, a new experience that delivers personalized news and other updates each day based on users’ past chats. Pro users may see personalized buying guides in Pulse with products based on past recommendations.