ChatGPT is getting more and more useful

ChatGPT adds shopping research feature for users. Photo: OpenAI .

Just in time for the holiday shopping season, OpenAI has introduced a shopping research feature on ChatGPT to help users make product choices more easily. The feature has been rolled out to all users, including free and paid plans, on the web and mobile app, with “nearly unlimited usage” during the holiday shopping season, according to the company.

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

This is where ChatGPT steps in as a personal assistant to narrow down product choices. However, OpenAI notes that the tool may make errors regarding price or availability. Users are advised to double-check the retailer's website to ensure the information is accurate.

Within the new feature, users can filter recommendations based on criteria like price, usage, or desired features, similar to filters on e-commerce sites. Suggested items link to the vendor’s sales page. OpenAI says it is developing an “instant checkout” option that would allow purchases directly within ChatGPT with retail partners.

The wave of AI integration into shopping behavior is not limited to OpenAI. Google recently added a number of AI-powered shopping tools to its AI Search mode. Perplexity’s Comet browser AI assistant also has the ability to shop on your behalf, which has previously annoyed Amazon. The Verge ’s Nilay Patel calls this trend the “DoorDash problem,” referring to the way intermediary platforms interfere too much with the consumer experience.

ChatGPT can make choices that suit the user's needs. Photo: OpenAI .

According to OpenAI, the shopping research feature is built on GPT-5 mini, a version that has been fine-tuned 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, while also providing the option to see more similar or uninteresting content.

For users, product suggestions will appear more proactively in “buying guides” based on previous conversations. “If you’ve discussed electric bikes, a future Pulse card could suggest suitable accessories,” OpenAI said.

Source: https://znews.vn/tinh-nang-moi-cua-chatgpt-post1605724.html