OpenAI has launched a new AI shopping assistant inside ChatGPT, offering real-time recommendations and seamless buying options through natural conversation. The update, now live globally, appears aimed at reshaping how users find and purchase products online.
Natural Dialogue Replaces Traditional Search
The new ChatGPT shopping function offers a conversational approach to product discovery. Users asking detailed queries—like “What are the best wireless earbuds under $200 for gym workouts?”—are met with a curated list of recommendations, visuals, reviews, and links to buy.
The feature, rolling out across key consumer categories, makes browsing feel more like a dialogue than a search query—replacing keyword-driven lists with tailored conversations.
No Subscription or Login Barriers
The new shopping assistant in ChatGPT is available to all users, regardless of subscription status or login state, and is powered by GPT-4o—OpenAI’s most advanced model.
However, due to regional data privacy regulations, the memory-enhanced experience, which enables the assistant to tailor recommendations based on past chats, is not available in the EU, U.K., Switzerland, Norway, Iceland, or Liechtenstein.
Ad-Free and Unbiased Discovery
OpenAI has launched its shopping assistant without advertisements, affiliate links, or paid placements, setting it apart from the increasingly commercial nature of traditional search engines. The product recommendations rely entirely on structured third-party metadata, including prices, specifications, and reviews.
CEO Sam Altman has suggested that future monetisation—through “tasteful” advertising or affiliate fees—remains under consideration, but for now, the service focuses solely on utility.
Memory Integration and Mobile Expansion
One of the more forward-looking features in OpenAI’s shopping expansion is the planned link with ChatGPT’s memory, offering a path to deeply personalised interactions based on a user’s habits or stated preferences. This personalised capability will be unavailable in the EU and other regulated regions, reflecting ongoing data privacy challenges.
The update also takes aim at mobile convenience, launching shopping functionality within WhatsApp and replicating search-like behaviour through real-time, context-sensitive prompts.
Challenging Traditional Search Engines
OpenAI is no longer simply iterating on its chatbot technology—it’s positioning ChatGPT to upend online discovery. The AI tool is being framed as a clean, efficient alternative to existing search experiences, with conversational AI that delivers real-time, purchase-ready results.
While OpenAI previously tested a more comprehensive, slower agent, the current version favours simplicity and responsiveness.
Conclusion
The momentum behind ChatGPT’s transformation into an all-purpose search and discovery platform continues to build. OpenAI’s latest updates strengthen its position in a market long dominated by search engines, with the chatbot now handling over a billion weekly queries.
The mix of live data, personalisation, and an uncluttered user interface suggests an intent to redefine how users access information.