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OpenAI is diving deeper into e-commerce with a new “shopping research” feature in ChatGPT, designed to streamline holiday shopping and beyond. Accessible to all users on mobile and web, this feature activates when ChatGPT receives a shopping-related query. The AI then acts as a virtual shopping assistant, guiding users through a series of questions to refine their preferences. By considering factors like price range, intended use, and desired features, ChatGPT effectively mimics the filtering systems found on online retail platforms. While OpenAI sources product recommendations from reputable providers, users are encouraged to independently verify product details on the merchant’s website. Looking ahead, OpenAI intends to integrate an “Instant Checkout” option, enabling direct purchases within the ChatGPT interface. This move comes as other tech companies are also actively incorporating shopping functionalities into their AI offerings. The current shopping feature is powered by a specialized, shopping-optimized version of GPT-5 mini. ChatGPT Plus subscribers can expect even more tailored experiences, with proactive product recommendations presented as personalized “buyer’s guides” based on their previous conversations, addressing a trend in AI similar to the ‘DoorDash problem’.