ChatGPT Adds Interactive Shopping Research Feature

25 Nov 2025

OpenAI has added “shopping research” to ChatGPT: any shopping-related prompt can now trigger an interactive research flow that builds a personalized buyer’s guide. The feature is rolling out to all ChatGPT users (free and paid) on web and mobile, with “nearly unlimited usage” during the holiday season. After an initial answer, ChatGPT shows a button to run additional research and then asks follow-up questions to narrow choices by price, intended use, and features — similar to filtering on a retail site.

Products surfaced by shopping research link to retailers, and OpenAI says it will introduce “Instant Checkout” later to let participating merchants accept purchases directly in ChatGPT. OpenAI warns the tool can err on dynamic details like price and availability and encourages users to check merchant sites for the most accurate info.

Technically, OpenAI says shopping research runs on a GPT‑5 mini variant tuned for shopping, pulling recommendations from “quality sources” to provide up-to-date prices, availability, reviews, specs, and images. It can use prior chats and user memory (if enabled) and offers item-level controls like “more like this” or “not interested.” Pro users may receive proactive “buyer’s guides” in Pulse based on past chatlogs. The move follows similar shopping pushes from Google and agent-driven shopping features in other AI products.

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