OpenAI launches AI shopping tool in ChatGPT to challenge Google; Know how it works

OpenAI has introduced a powerful new AI Shopping Research tool inside ChatGPT, aiming to rival Google’s latest Gemini shopping features. The tool helps users find the perfect products through a visual, interactive interface that narrows choices based on preferences.

Post Published By: Sona Saini
Updated : 25 November 2025, 3:19 PM IST
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New Delhi: OpenAI has launched a brand-new Shopping Research feature in ChatGPT, which is set to completely transform the way online shopping is conducted. This feature helps users choose the perfect product based on their needs, budget, and preferences. The tool's visual and interactive interface makes the shopping experience easier than ever. Following Google Gemini's AI Shopping feature, a direct competition between the two companies is now possible.

New AI Shopping Experience: How will it work in ChatGPT?

OpenAI stated in its blog post that the new Shopping Research feature is available on all three platforms—mobile, desktop, and web. It has been rolled out to logged-in users of all Free, Go, Plus, and Pro plans.

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The company has made this feature virtually unlimited, keeping in mind the holidays and festive season, allowing users to make informed purchases in categories like electronics, beauty, home-kitchen, and sports. Users can activate it by clicking the + icon below the prompt box. If a user directly asks a shopping-related question, this feature automatically turns on.

ChatGPT then opens a large visual interface where users select different options to indicate their preferences and needs. Interested or Not Interested will create your custom list. Testing by Gadgets 360 revealed that the feature creates a user profile by asking a few questions and then displays an initial product list.

There are two options below each product:

  • Interested
  • Not Interested

If a user selects a product as Not Interested, it is immediately removed from the list, and the AI ​​continues to suggest better options based on their preferences.

Finally, it creates a customized visual product list, which includes:

  • Product Image
  • Short Description
  • E-commerce Link

This means that users can conduct their research within ChatGPT and then click on the link to shop directly. Shopping will not be possible within ChatGPT, and security policies are also strict.  It's worth noting that OpenAI has made it clear that ChatGPT itself will not perform any shopping or payments. It's solely a tool designed for product discovery and comparison.

OpenAI claims that all chats adhere to security policies similar to the YouTube Community Guidelines, and the platform can review chats that violate these rules.

This provides users with a safe and reliable shopping experience.

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Google vs. OpenAI: A New Battle Begins in Shopping AI

Google recently launched a new AI shopping feature in Gemini. Now, OpenAI's new feature appears to be directly challenging Google. In the future, this competition will determine who will be the king of AI-based shopping research.

Location : 
  • New Delhi

Published : 
  • 25 November 2025, 3:19 PM IST