Sam Altman, chief executive officer of OpenAI Inc., during a media tour of the Stargate AI data center in Abilene, Texas, US, on Tuesday, Sept. 23, 2025.
Kyle Grillot | Bloomberg | Getty Images
OpenAI announced a new tool called “shopping research” on Monday, right as consumers will be ramping up spending ahead of the holiday season.
The startup said the tool is designed for ChatGPT users who are looking for detailed, well-researched shopping guides. The guides include top products, key differences between the products and the latest information from retailers, according to a blog.
Users will be able to tailor their guides based on their budget, what features they care about and who they are shopping for. OpenAI said it will take a couple of minutes to generate answers with shopping research, so users who are looking for simple answers like a price check can still rely on a regular ChatGPT response.
When users submit prompts to ChatGPT that say things like, “Find the quietest cordless stick vacuum for a small apartment,” or “I need a gift for my four year old niece who loves art,” they will see the shopping research tool pop up automatically, OpenAI said. The tool can also be accessed from the menu.
OpenAI has been pushing deeper into e-commerce in recent months. The company introduced a feature called Instant Checkout in September that allows users to make purchases directly from eligible merchants through ChatGPT.
Shopping research users will be able to make purchases with Instant Checkout in the future, OpenAI said on Monday.
OpenAI said its shopping research results are organic and based on publicly available retail websites, and that it will not share users’ chats with retailers. It’s possible that shopping research will make mistakes around product availability and pricing, the company said.
Shopping research is rolling out to OpenAI’s Free, Go, Plus and Pro users who are logged in to ChatGPT.
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