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On Thursday, OpenAI introduced a new set of shopping capabilities to its ChatGPT Search feature, expanding the platform’s functionality to include seamless product discovery and purchase options. This enhancement allows users to explore and find various products directly within the ChatGPT interface, with the option to complete their purchases through external merchant websites after being redirected. Importantly, these product recommendations are not influenced by paid promotions or sponsored placements, ensuring an unbiased browsing experience. The update is being rolled out to all users, regardless of whether they are logged into their accounts, making it accessible to a broader audience.
The new shopping feature was shown by Adam Fry, OpenAI’s ChatGPT Search product lead, to Wired, a sister newspaper of Ars Technica. When users search for consumer products such as espresso machines, ergonomic office chairs, or home gadgets, ChatGPT offers personalized suggestions based on the user’s stated preferences, any stored memories, and aggregated product reviews collected from various corners of the internet.
Wired’s report notes that the layout and overall experience are somewhat similar to Google Shopping. When a user clicks on a product image, ChatGPT displays a panel on the right side of the screen featuring multiple well-known retailers such as Amazon, Walmart, and others, along with actionable purchase buttons. The platform is currently trialing this feature in select shopping categories that include electronics, fashion apparel, home and kitchen goods, as well as beauty and skincare products.
Product reviews from a variety of internet sources, such as publisher material, expert blogs, and discussion threads on user-driven forums like Reddit, are incorporated into ChatGPT’s purchasing results. Users can further refine their experience by instructing ChatGPT on which review sources they trust most, enabling a more tailored and relevant recommendation process.
Unlike traditional search engines that rely heavily on algorithmic ranking to determine product visibility, ChatGPT takes a more nuanced and conversational approach to generating recommendations. If a user, for example, expresses a preference for minimalist black clothing or certain popular retail brands during a conversation, the system will remember and incorporate those preferences into future shopping suggestions. This makes the shopping experience feel more natural, intelligent, and aligned with the user’s individual tastes and past interactions.
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