OpenAI has introduced a new AI-powered shopping assistant within ChatGPT, designed to help users in the US create personalized holiday gift guides and smarter buying decisions. The feature—which is free for all ChatGPT users, including free-tier accounts—will remain accessible until January, according to Bloomberg.
The new AI shopping tool behaves differently from standard ChatGPT conversations. Instead of instantly suggesting items, it first asks clarifying questions about the user’s needs, such as budget range, color preferences, size, and intended use. Based on these details, the tool presents 10–15 curated product recommendations, allowing users to refine results by selecting “more like this” or “not interested.”
Built on Trusted Reviews, Not Paid Promotions
OpenAI emphasized that the tool prioritizes organic, credible reviews from across the web rather than promotional content.
“Reviews from real users—especially on platforms like Reddit—tend to be more trustworthy,” said OpenAI researcher Manuka Stratta, explaining that the model is trained to highlight genuine user-generated feedback.
Still, the system isn’t flawless. OpenAI’s shopping research lead Isa Fulford acknowledged that teaching the model to reliably filter organic reviews from paid or biased ones has been challenging. “It’s impossible to get it 100% correct,” she said.
The tool performs particularly well in categories that require detailed feature comparisons, including:
- Electronics & gadgets
- Beauty and personal care
- Home and garden
- Kitchen appliances
- Outdoor gear
For straightforward queries—like checking product specs or current pricing—OpenAI recommends using regular ChatGPT instead. The company also reminds shoppers to verify all details on merchant websites, as the AI may occasionally make mistakes regarding price or availability.
The feature uses a “shopping research” button within ChatGPT. Users can start by typing prompts like:
- “Find a compact couch for a small studio apartment.”
- “Suggest gift ideas for my four-year-old niece who loves art.”
- “Help me choose a laptop under $1,000 for video editing.”
The tool provides recommendations with source citations and links, without prioritizing any specific retailer or tracking affiliate sales. This feature is separate from ChatGPT’s in-chat checkout, which enables US users to purchase products directly from select Shopify and Etsy merchants powered by Stripe.
AI Shopping Competition Heats Up
OpenAI’s launch arrives as the broader AI shopping market accelerates. Competitors like Perplexity AI are also building AI-driven product research tools aimed at reshaping how consumers make purchasing decisions—unlocking new revenue models for tech companies. With holiday shopping in full swing, OpenAI’s free ChatGPT shopping assistant could become a key tool for users seeking smart, personalized gift ideas powered by AI.
