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A powerful new feature has arrived in the search tool Chat GPT: help you research and buy products online. The OpenAI has announced an update to the chatbot’s “Search” feature that turns it into a personal shopping assistant, displaying recommendations, comparisons and direct links to stores. The functionality is being gradually released to s of the Pro, Plus, Free plans and even to those who use the Chat GPT without , using the template GPT-4o. Learn all about the new feature and see how to use it.
ChatGPT Shopping: Your Shopping Assistant
With the new shopping functionality, search for Chat GPT now offers a more visual and practical experience when finding products. When the conversation indicates an intention to purchase — such as when asking for gift suggestions or comparing specifications — the chatbot takes on the role of a personal assistant, displaying recommendations in interactive carousels with images and summarized information.
These carousels feature simplified titles, AI-tailored descriptions for easier reading, and in many cases, summary reviews of key pros and cons cited by consumers on public websites. They may also feature star ratings and labels such as “Most Popular” or “Budget,” which are automatically generated based on available data.
Each product displayed has links that lead to purchase pages, where it is possible to compare offers from different retailers. The search experience is also optimized by understanding natural language: the can ask, for example, for a “cell phone with a good camera for up to R$2”, and the model will try to offer results aligned with that request.
The goal is to make the price search and comparison process faster, more intuitive and direct, within the application's own interface, so the innovation has nothing to do with the application's artificial intelligence agent. Chat GPT, Operator, which can literally do the shopping for you — read, here at Showmetech, how to use Operator.
How does AI choose what to show you?
The choice of products displayed by Chat GPT is not random nor influenced by paid ads, according to OpenAI. The selection is made by the artificial intelligence itself, based on several criteria. It all starts with your question: the model analyzes what was typed to understand your purchase intention. From there, the context of the conversation also comes into play — including information saved in features such as Memory and Personalized Instructions, if they are activated.
The AI takes into factors like price range, public reviews, ease of use, and other common features of recommendation systems. But it also takes into more specific requirements you’ve mentioned, like your maximum budget, desired style, or even personal constraints.
ments on ChatGPT
A common question with the new shopping feature is whether the products displayed are disguised ads. OpenAI says no: the selection is made by AI based on the relevance of the query, and does not involve paid advertising. There are also no commissions for purchases made via Chat GPT, according to the company.
Although the CEO of OpenAI, Sam altman, has already signaled interest in exploring monetization in the future — such as commissions on sales, without selling prominent positions —, this functionality still operates independently, without direct commercial influences.
Step by step guide to research and comparisons
Step 1: Open Chat GPT by the website or application (for Android ou iOS), select “Search” mode and start describing what you are looking for.
Prompts like “I’m looking for a comfortable beginner’s running shoe, give me some suggestions for where to buy”, “Compare smartphones with good cameras in the $2000 range” or “Give me gift ideas for my mother who loves gardening, with price options” help the Chat GPT to understand your purchasing intention. As with other occasions, better specifying issues such as your objective, price range and individual preferences will yield even more direct results.
Step 2: O Chat GPT will display products in visual carousels.
Look at the images, titles, and descriptions (which are often simplified by AI), as well as review summaries from other shoppers. Pay attention to the labels displayed. The tool will provide a description of the items, explaining why the recommendation makes sense.
Step 3: If an item interests you, click on it to see more details. The app will open a page with additional information and prices at different stores.
Important: The price in the carousel is from one seller only and may not be the lowest available.
Step 4: If the results are not ideal, refine the search by talking to the Chat GPT. You can say things like “Show me cheaper options”, “I prefer brand 'X'”, “Do you have any models with feature Y?” or “Disregard plastic products”. Continuous interaction helps the AI to fine-tune its suggestions.
The new shopping feature in Chat GPT represents an advance in OpenAI to make AI even more useful in everyday life. By bringing together natural language, visual results and practical data about products — all without direct advertising or commissions involved — the tool offers a more intuitive way to search and compare items online, directly competing with tools like Google Shopping, widely used as a starting point in s' shopping experience.
And you, have you tried this new feature? What did you think of the experience of using it? Chat GPT as a shopping assistant? Tell us in the comments!
See more about ChatGPT
Text revised by Alexandre Marques in 02 / 05 / 2025.
Sources: OpenAI, TechCrunch
