OpenAI has rolled out a new AI-powered shopping research tool inside ChatGPT, aiming to help users make smarter buying decisions ahead of the US holiday season. The feature—available to both free and paid users—promises personalised gift and product recommendations pulled from trustworthy online reviews rather than promotional pages.
Unlike regular ChatGPT prompts, the new tool opens with a dedicated “shopping research” button. Once selected, ChatGPT shifts into a quiz-like mode, asking short clarifying questions about what the user is looking for—whether it is a studio-friendly couch, a gift for a young art lover, or a reliable kitchen appliance.
The conversation is designed to feel more interactive. As the model gathers preferences such as budget, colour, size and usage, it gradually surfaces 10 to 15 product suggestions. Users can signal interest through simple clicks like “more like this” or “not interested”, allowing the final list to be refined based on personal taste rather than broad search results.
OpenAI says this version of its GPT-5 mini model relies heavily on organic online content, such as Reddit discussions and community forums, instead of paid reviews or promotional listings. It also avoids prioritising specific sites when linking out to products, positioning the tool as a neutral research companion.
The feature is currently free with “nearly unlimited usage” until January. It also operates separately from ChatGPT’s existing checkout system for Etsy and Shopify items, which is available only in the US.
While the tool performs best in detailed categories like electronics, beauty, kitchenware and home improvement, its generation process can take a few minutes. OpenAI advises users to stick with standard ChatGPT search for simpler tasks such as checking prices or verifying specifications.
The company admits the system is still refining how it interprets and filters online reviews, especially when distinguishing genuine user experiences from sponsored content. Still, the addition shows the growing push among AI platforms to become part of consumers’ shopping decisions—an increasingly competitive space as the holiday rush approaches.
