• New ChatGPT tool offers personalized shopping guides
• Relies on retailer sites with future Instant Checkout option

OpenAI has launched a new tool called “Shopping Research” as consumers prepare for increased spending ahead of the holiday season.

The startup said the tool is designed for ChatGPT users seeking detailed, well-researched shopping guides, featuring top products, key differences between items, and the latest information from retailers, according to the company blog.

Users can customize guides based on their budget, preferred features, and who they are shopping for.

OpenAI noted that generating responses with the Shopping Research tool takes a few minutes, while users seeking quick answers, like price checks, can still rely on standard ChatGPT responses.

The company added that prompts such as, “Find the quietest cordless stick vacuum for a small apartment,” or “I need a gift for my four-year-old niece who loves art,” will automatically trigger the Shopping Research tool, which is also accessible from the menu.

OpenAI has been expanding into e-commerce in recent months, introducing in September Instant Checkout, allowing users to purchase products directly from eligible merchants via ChatGPT.

The company confirmed that Shopping Research users will be able to use Instant Checkout to complete purchases in the future.

OpenAI clarified that the Shopping Research results are organic, based on publicly available retail sites, and that users’ chats will not be shared with retailers, though errors related to product availability or pricing may occur.