OpenAI Turns ChatGPT Into A Shopping Assistant With Interactive Guides And More

The new mode is built for deeper, decision-heavy journeys, while regular ChatGPT replies still handle simple checks like confirming a feature or price. OpenAI notes that hundreds of millions of people already use ChatGPT to understand and compare products, and this experience is tailored to that use case.

Guided Discovery And Lookalikes Shopping research shines in categories where details matter, including electronics, beauty, home and garden, kitchen and appliances, and sports and outdoor gear.

It can, for example, help someone compare several stroller models based on weight, foldability, comfort, and terrain, or track down a dress that looks like a reference image but fits a different length or price point.

As suggestions appear, users can mark items as “Not interested” or “More like this,” helping the system learn what to prioritise and what to filter out in real time. The experience also supports deal hunting, such as finding the best Black Friday price on a specific sneaker and checking whether a student discount might apply…