OpenAI is turning ChatGPT into a personal shopping assistant with the launch of a new “shopping research” experience that builds full buyer’s guides instead of quick one‑line answers. The feature, powered by a specialized version of GPT‑5 mini, is rolling out on web and mobile for logged‑in users on Free, Go, Plus, and Pro plans, with nearly unlimited usage through the holidays.
Shopping research is designed for deeper decisions like comparing laptops, picking strollers, or finding gifts, not just checking a single price or feature. Instead of sending you to multiple sites, ChatGPT asks clarifying questions about your budget, preferences, and constraints, then searches across the internet to surface options, trade‑offs, and up‑to‑date details in one place.
The result is a personalized buyer’s guide that highlights top products, key differences and reasons to pick one option over another. OpenAI says this works especially well in detail‑heavy…
categories such as electronics, beauty, home and garden, kitchen and appliances, and sports and outdoor gear.
How the new flow works To start, you ask a shopping‑type question in ChatGPT—anything from “help me choose a gaming laptop under $1,000” to “I need a gift for my four‑year‑old niece who loves art.” ChatGPT then switches into the shopping research interface, where it may ask follow‑ups about who the product is for, how it will be used, and what you care about most.
In the background, the model pulls live information such as prices, availability, specs, reviews, and images from retail sites and other quality sources. As options appear, you can mark items as “Not interested” or “More like this,” and the recommendations update in real time based on your feedback.
Personalized recommendations with memory If you have ChatGPT memory turned on, shopping research can factor in what it already knows about you from previous conversations. For example, if you’ve discussed being into gaming, that context can be used when helping you find a new laptop or accessories…
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