OpenAI Introduces Shopping Features to ChatGPT, Targeting Google Search

On Monday, April 28, OpenAI unveiled new experimental shopping functionalities within ChatGPT, with the goal of simplifying the process for users to find and compare products directly through the AI chatbot.

In a post shared on X (formerly Twitter), OpenAI announced that ChatGPT can now showcase product images, comparisons side-by-side, pricing information, user feedback, and direct links to e-commerce platforms. This update aims to enhance the product discovery experience, making it “easier and quicker to find, compare, and purchase products in ChatGPT.”

Mashable evaluated the new features using the ChatGPT-4o model and confirmed the existence of these improvements. This update positions ChatGPT as a more formidable rival to Google’s search engine, well-known for product research and suggestions. However, in contrast to Google’s almost instantaneous outcomes, ChatGPT’s shopping recommendations sometimes required up to 40 seconds to load. Moreover, during testing, the AI occasionally directed users to lesser-known or dubious retailers.

These innovative shopping tools are now accessible to all users—free, Plus, and Pro—even for individuals who are not logged into an account.

How Does ChatGPT Decide Which Products to Suggest?

OpenAI clarified that the product listings are not paid placements, and the organization does not receive any commission from the links shown. Taya Christianson, an OpenAI spokesperson, confirmed to Mashable that the recommendations are not monetarily incentivized.

Adam Fry, the product lead for ChatGPT search, informed Wired that the AI does not depend on conventional algorithmic indicators to highlight products. Instead, it leverages how individuals are discussing various items online, aiming to provide more conversational and context-sensitive suggestions. Currently, the feature is under testing across categories such as fashion, beauty, home goods, and electronics.

A Rising Challenge to Google?

The introduction of this shopping capability represents a notable intensification in OpenAI’s rivalry with Google. A recent survey by Future indicated that more users are opting for AI chatbots like ChatGPT rather than traditional search engines. Concurrently, Google has encountered mounting criticism regarding the waning quality of its search results and the increasing prevalence of AI-generated content.

Adding to Google’s difficulties, the corporation may soon be compelled to sell its Chrome browser in light of ongoing antitrust litigation. OpenAI has even shown interest in acquiring Chrome if it becomes available.

ChatGPT’s search functionality is swiftly gaining popularity. According to Christianson, it supported one billion web searches just last week, establishing itself as one of OpenAI’s fastest-growing tools.

Disclosure: Mashable is owned by Ziff Davis, which initiated legal action against OpenAI in April, claiming copyright violation in the training and functionality of its AI models.