New tool guides users through detailed prompts to find personalized product recommendations
OpenAI has rolled out a new Shopping Research feature within ChatGPT, designed to make product discovery more intuitive and tailored. Rather than beginning with retailer websites, users can input detailed prompts—such as a request for “burgundy booties with a block heel and square toe”—and the tool will guide them through a quiz-like experience to refine preferences, including budget and specific product attributes. Based on answers, ChatGPT surfaces curated recommendations, offering context on why each item matches the query and even suggesting styling tips for fashion products.
Powered by the GPT-5 mini model trained on shopping-specific tasks, the tool can also locate lookalikes from user-submitted images, find the best deals, and support gifting. OpenAI emphasizes that recommendations are drawn from trusted sources without prioritizing specific retailers, and the system respects companies that block its access, such as Amazon. While some major brands, including Walmart and Etsy, are integrating checkout via OpenAI’s Instant Checkout, the feature currently functions separately from Shopping Research. The rollout, which began Monday, will be available globally to all logged-in ChatGPT users, with nearly unlimited usage offered through the holidays to help consumers navigate complex or specification-heavy purchases.
