ChatGPT launches Shopping Research to help you choose products | Keryc
Today OpenAI introduces shopping research, a new experience inside ChatGPT that does the research for you to help you find the right product. Tired of checking dozens of sites? Describe what you’re looking for — for example, 'the quietest cordless vacuum for a small apartment' or 'I need a gift for my four-year-old niece who loves art' — and ChatGPT prepares, in minutes, a personalized guide to help you decide.
What is Shopping Research
Shopping research turns product searching into a conversation. Instead of quick, one-off answers, it offers deeper investigations: it asks clarifying questions, checks multiple reliable sources on the web, organizes comparisons, and synthesizes the information into a personalized buying guide.
It’s not just a summary: it’s interactive. You can mark options like 'Not interested' or 'More like this', and the research adapts in real time based on your feedback. Also, if you have memory turned on, it can use what ChatGPT already knows about you to fine-tune recommendations.
How it works in practice
You tell ChatGPT what you’re looking for and answer a few questions about budget, usage, or preferences. Do you prefer longer battery life or lighter weight? Is it a gift or for personal use?
ChatGPT looks up prices, availability, reviews, specifications, and images on public sites and quality sources.
After a few minutes you receive a guide with the top products, key differences, trade-offs, and links to retailers.
It’s ideal when the decision requires depth: comparing models, understanding technical limitations, or prioritizing features. For simple queries, ChatGPT’s usual quick response is still fast and sufficient.
Where and who it’s available for
The feature begins rolling out on 2025-11-24 on mobile and web for signed-in users on the Free, Go, Plus, and Pro plans. For holiday shopping, OpenAI offers near-unlimited use across all plans during the festive season.
It also integrates with ChatGPT Pulse, available today for Pro users, which can proactively suggest guides based on your past conversations. For example, if you’ve talked about e-bikes, Pulse might propose useful accessories.
You can start a research session when ChatGPT suggests it automatically, or by selecting 'shopping research' from the menu (+).
Technology behind it and future features
Shopping research is powered by a version of GPT-5 mini trained with reinforcement learning for shopping tasks. The model was fine-tuned to read reliable sites, cite sources, and synthesize information across multiple origins, aiming for high-quality results.
In the future, OpenAI plans to offer direct purchasing inside ChatGPT for merchants participating in Instant Checkout, and will keep expanding categories and comparison methods.
Privacy, transparency and limitations
OpenAI says your chats are not shared with retailers. Results are based on public sites and the system avoids low-quality sources or spam. Still, the model isn’t perfect: it can be wrong about details like price or availability. It’s always a good idea to confirm on the retailer’s website before buying.
For merchants who want to appear in results, there’s an allowlisting process offered by OpenAI to ensure visibility.
Why this matters
Why should you care? Because it saves you time and friction: instead of comparing pages by hand, you get an organized, personalized guide. For entrepreneurs and professionals, it can speed up purchasing decisions; for consumers, it helps you choose with more data and less confusion.
Does this mean buying becomes automatic? No. Shopping research is a tool to inform you better, not to replace final verification. But it can change how we discover products today, making it more conversational, personalized, and efficient.
