ChatGPT Unveils New AI Shopping Research Tool for Smarter Buying
ChatGPT users can now explore a Shopping Research feature that helps them compare products more efficiently and create personalised buying guides. Because the tool browses websites automatically, it saves time for anyone searching for detailed reviews or in-depth comparisons. Users simply describe what they want, and ChatGPT begins researching across the internet to assemble a clear and structured shopping guide. Although the platform already answers basic price or feature questions, this feature offers deeper insights into product strengths, weaknesses and tradeoffs.
In a blog post, the company said the feature “asks smart clarifying questions, researches deeply across the internet, reviews quality sources,” and uses previous conversations to customise a guide. Since it also reviews constraints that matter to shoppers, the results often feel far more tailored than simple search answers. The feature works on mobile and web, and nearly unlimited usage is available for eligible subscribers.
How to Use Shopping Research
When users ask shopping-related questions, the AI may automatically suggest using Shopping Research. However, if it doesn’t appear, users can still activate it by clicking the “+” button below the text bar and selecting the Shopping Research option. After entering a query, ChatGPT switches to a visual interface where users provide feedback on options presented. They can mark items as “Not interested” or “More like this,” and these choices help guide the research toward better recommendations.
Like Deep Research, the process may take a minute or two before generating results. If memory is enabled, the guide becomes even more personalised because earlier preferences influence the suggestions. Although the feature builds its lists independently, it also draws from publicly available retail sites to ensure accurate and timely product details.
Personalised Guides and Future Capabilities
After a short wait, ChatGPT produces a customised buying guide with top choices, key differences and up-to-date market information. It includes product links so users can purchase directly from retailers. Furthermore, upcoming updates will allow purchases within ChatGPT itself in regions where Instant Checkout becomes available. The new Shopping Research experience is powered by GPT-5 mini, which the company said has been “trained with reinforcement learning specifically for shopping tasks.” Because it uses an advanced model designed for product evaluation, recommendations tend to be precise and helpful for any type of buyer.
