OpenAI revealed a new feature named “shopping research,” coinciding with consumers increasing their spending in preparation for the holiday season.

The startup mentioned that the tool is intended for ChatGPT users seeking comprehensive, thoroughly researched shopping guides. The guides feature leading products, essential distinctions among them, and the most recent updates from sellers.

Users can customize their guides according to their budget, preferred features, and the individuals they are shopping for. OpenAI stated that generating answers with shopping research will take a few minutes, so users seeking straightforward answers, such as a price check, can continue to depend on a standard ChatGPT response.

OpenAI stated that when users input prompts into ChatGPT such as, “Locate the most silent cordless stick vacuum suitable for a small apartment,” or “I require a present for my four-year-old niece who enjoys art,” the shopping research tool will automatically appear. The menu also provides access to the tool.

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OpenAI has been venturing further into e-commerce in recent months. In September, the company launched a feature named Instant Checkout that enables users to buy directly from qualified merchants via ChatGPT.

OpenAI announced on Monday that users conducting shopping research will have the ability to use Instant Checkout for purchases in the future.

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OpenAI stated that its shopping research findings are natural and derived from publicly accessible retail sites, and it will not disclose users’ conversations to retailers. The company stated that shopping research may encounter errors concerning product pricing and availability.

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Shopping research is being introduced to OpenAI's Free, Go, Plus, and Pro users who are signed in to ChatGPT.