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OpenAI has unveiled significant upgrades to ChatGPT’s web search capabilities, transforming the chatbot into a more powerful shopping assistant. The updates bring real-time pricing, product images, and structured product information directly into ChatGPT’s responses, offering a richer and more informative shopping experience.
According to Adam Fry, OpenAI’s ChatGPT search product lead, users can now expect to see product cards complete with images, prices, and star ratings, displayed in a clear and easily understandable format. These recommendations are presented organically, without the influence of advertisements or sponsored placements. OpenAI is also partnering with external sources to ensure pricing accuracy.
During a recent demonstration, a user searching for “best espresso machines under $200 that are great for making lattes and nice for small counter space” received three tailored recommendations. Each suggestion included a product card with detailed descriptions. Clicking on a card opens a sidebar similar to Google Shopping, providing extra information like retailer listings, user reviews from platforms like Amazon, Best Buy, and Reddit, and a direct line to ask ChatGPT further questions about the product.
While the improvements aim to integrate familiar shopping interfaces with ChatGPT’s unique conversational style, a test query for the unreleased Nintendo Switch 2 highlighted limitations. ChatGPT incorrectly cited sold-out pre-orders and questionable third-party listings, emphasizing the importance of verifying information obtained from ChatGPT, particularly for unreleased or hard-to-find products.
The upgraded shopping features are currently available to users of ChatGPT Plus, Pro, Free, and even logged-out users. These improvements build upon OpenAI’s initial search engine integration into ChatGPT in October, which has already proven popular, with Fry reporting one billion web searches executed within ChatGPT in the last week. OpenAI is also expanding access to ChatGPT via WhatsApp through the 1-800-CHATGPT number.