OpenAI has significantly ramped up its push into e-commerce with the launch of the Shopping Research feature within ChatGPT, positioning the tool as a direct competitor to Google's recently enhanced AI shopping features in Gemini and Search. This new feature is designed to transform the way users discover and compare products, especially in detail-heavy categories like electronics, beauty, and home goods.

The New AI Shopping Experience

The Shopping Research tool moves beyond basic search answers to provide users with personalized, in-depth buyer's guides:

• Visual and Interactive Interface: The tool features a visual interface where users can interactively click on options to narrow down their preferences for budget, size, features, and intended use.

• Automatic Trigger: It can be manually activated by clicking the + icon below the prompt box, or it will automatically turn on when a user types a shopping-related query (e.g., "Find the quietest cordless stick vacuum for a small apartment").

• Deep Research: OpenAI states the tool is powered by a specialized version of the GPT model (reported to be a GPT-5 mini variant trained for shopping tasks) that "asks smart clarifying questions, researches deeply across the internet, and reviews quality sources."

• Customized Output: After clarifying the user's requirements, the AI generates a customized list that includes product images, brief descriptions, key differences, and direct links to e-commerce sites.

• Refinement Loop: Users can provide feedback by marking products as "Interested" or "Not Interested," allowing the AI to refine and suggest more suitable options in real-time.

Availability and Usage

The launch is strategically timed for the holiday shopping season:

• Access: The feature is available to all logged-in ChatGPT users across Free, Go, Plus, and Pro plans on mobile, desktop, and the web.

• Unlimited Usage: OpenAI is offering "nearly unlimited usage" of the tool through the holidays to encourage adoption.

• Product Focus: It performs best in categories where detailed comparisons are essential, such as electronics, beauty, kitchen appliances, and sports equipment.

The Competition with Google

The release directly challenges Google's dominance in product discovery, particularly after Google recently unveiled its own AI shopping enhancements in its Gemini and AI Search modes.

• Neutrality vs. Ecosystem: OpenAI is betting on a neutral, research-driven approach—the recommendations are organic, unsponsored, and not shared with merchants. In contrast, Google's strength lies in its deep integration with its existing Shopping ecosystem and real-time data access.

• No In-App Checkout (Yet): The feature currently only provides links to purchase products on external e-commerce sites. However, OpenAI has previously launched an "Instant Checkout" feature for select merchants, and the company plans to integrate the Shopping Research feature with that capability in the future to allow for seamless, end-to-end purchasing within ChatGPT.

• Safety and Privacy: OpenAI emphasizes that all conversations adhere to safety policies and that the company does not share user chat data with retailers.

This move solidifies the AI shopping assistant as the next major battleground between the tech giants.