ChatGPT is becoming increasingly useful.

ChatGPT adds shopping research features for users. Image: OpenAI .

Just in time for the peak shopping season at the end of the year, OpenAI introduced a shopping research feature on ChatGPT to help users make easier product choices. The feature has been rolled out to all users, including free and paid plans, on the web and mobile app, with "virtually unlimited usage" during the holiday shopping season, according to the company.

When users ask shopping-related questions, ChatGPT will automatically activate a new mode. For example, a question about "the best TV models for brightly lit rooms" will display an answer along with a "learn more" button.

This is where ChatGPT shifts into its role as a personal assistant, narrowing down product choices. However, OpenAI notes that the tool may be inaccurate regarding pricing or availability. Users are advised to double-check on the retailer's website to ensure the information is correct.

Within the new feature, users can filter suggestions based on criteria such as price, usage needs, or desired features, similar to filters on e-commerce sites. Suggested items all link to the supplier's sales page. OpenAI says it is developing an "instant payment" option, allowing direct purchases within ChatGPT with retail partners.

The wave of integrating AI into shopping behavior isn't limited to OpenAI. Google recently added several AI-based shopping tools to its AI Search mode. Perplexity's Comet browser AI assistant also has the ability to shop on behalf of users, a feature that has previously annoyed Amazon. Nilay Patel of The Verge calls this trend the "DoorDash problem," referring to the excessive interference of intermediary platforms in the consumer experience.

ChatGPT can offer choices tailored to user needs. Image: OpenAI .

According to OpenAI, the shopping research feature is built on GPT-5 mini, a version optimized for product search and recommendation tasks. The tool aggregates data from quality sources on the internet, including prices, reviews, specifications, and images.

ChatGPT can also leverage chat history and user "memory" (if enabled) to personalize suggestions, and provide options to view more similar or irrelevant content.

For users, product suggestions will appear more proactively in the “buy guide” section based on previous conversations. “If you’ve discussed electric bikes, future Pulse cards could suggest compatible accessories,” OpenAI said.