ChatGPT becomes an interactive and intelligent shopping aid
Just in time for the Christmas season, OpenAI is expanding its AI chatbot ChatGPT to include an in-depth research function for products. Instead of simple link lists, the AI creates interactive purchasing advice and uses a special version of GPT-5.
Shopping assistant instead of a simple search field
OpenAI has announced that it wants to significantly upgrade the range of functions of its chatbot; the AI company is thus entering direct competition with established product search engines such as Google Shopping or Amazon. The company has started distributing the new “Shopping Research” feature. The function is available to users of the Free, Plus and Pro models and is intended to transform the product search from a pure list view into an interactive consultation process. Instead of simply aggregating links, the AI acts as an active advisor, comparing specifications, evaluating technical data sheets and weighing up advantages and disadvantages.
This step marks the transition from pure chatbots to so-called “agentic workflows”, in which the AI completes tasks more autonomously. Technically, the system is based on an adapted version of the GPT-5 mini model, which was trained specifically for shopping tasks and logical conclusions using so-called reinforcement learning. For example, if a user asks for a “laptop for gaming under $1000,” the AI won’t immediately generate a generic answer. Instead, it starts a qualifying dialogue to clarify preferences such as screen size, battery life or specific brand wishes. OpenAI shows off ChatGPT’s new shopping research feature
This approach is particularly effective for complex purchases such as electronics or household appliances, where simple price comparisons often fall short. OpenAI uses the extended context window technology introduced in summer 2025 to hold hundreds of product reviews in memory at the same time and weigh them against each other.
Organic reviews preferred
According to a recent blog post by OpenAI The focus of artificial intelligence is on the synthesis of trustworthy and “organic” information. The model searches the Internet in real time for current prices, availability and technical data. User-generated content is valued more highly than marketing-heavy product descriptions from manufacturers.
This is also a direct result of the strategic partnership with Reddit, which allows OpenAI to integrate discussions and experience reports from forums directly into the decision-making process. The aim is to incorporate authentic experience into the advice instead of SEO-optimized sales texts. An important aspect is the handling of sensitive data: OpenAI emphasizes that the specific chat histories are not shared with retailers. The results are based solely on publicly available information on the web. However, there are also limitations in accuracy.
OpenAI also explicitly points out that “Shopping Research” can make mistakes with highly dynamic data such as prices or inventory levels. Users should therefore always verify the information on the merchant website before making a transaction. In addition, the function is less suitable for quick price queries, as the creation of the detailed guide can take a few minutes due to the complex background processes. Critics also note that it is still unclear whether and how OpenAI will mark affiliate links in the future if the company receives commissions for brokered purchases.
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