Post by : Bianca Suleiman
OpenAI has unveiled a cutting-edge shopping assistant powered by AI within ChatGPT, designed to enhance users' purchasing decisions as the holiday season approaches in the US. This tool—accessible to both free and premium users—offers tailored gift ideas and product suggestions derived from reliable online reviews, steering clear of promotional content.
This new feature diverges from typical ChatGPT prompts and activates with a special “shopping assistant” button. Once initiated, users engage in a quiz-like interaction where ChatGPT poses concise questions to clarify their needs—whether shopping for a stylish couch, a gift for a budding artist, or a dependable kitchen gadget.
The interaction aims to be more engaging. As the AI collects information like budget, color, size, and preferred usage, it progressively reveals a curated list of 10 to 15 product options. Users can indicate their preference via simple buttons such as “more like this” or “not interested”, which helps refine the final suggestions based on individual preferences instead of generic search results.
According to OpenAI, this iteration of its GPT-5 mini model leans on authentic online content, including discussions from Reddit and community forums, avoiding bias toward paid reviews or specific commercial listings. This positions the tool as a neutral research assistant for shoppers.
The feature is currently available at no cost with “nearly unlimited usage” until January. It operates independently from ChatGPT’s existing shopping checkout capabilities for Etsy and Shopify, which are limited to users in the US.
While the tool excels in detailed categories like electronics, beauty, and home improvement, users should note that the generation process may require a few minutes. OpenAI recommends using standard ChatGPT queries for more straightforward tasks like checking prices or confirming specifications.
The company acknowledges that the system is still evolving in its ability to discern and filter online reviews, particularly when it comes to differentiating authentic feedback from advertising content. Nevertheless, this new feature signals the increasing integration of AI platforms into consumer shopping behaviors, especially as the holiday shopping frenzy looms.
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