OpenAI introduces shopping feature to rival Google

OpenAI is expanding the capabilities of its popular AI chatbot ChatGPT with a major new feature: shopping assistance. The update allows users to receive curated product recommendations directly within the chat interface, marking a significant shift in how AI may influence consumer behavior online.

Announced this week, the new feature enables ChatGPT to suggest products across several categories — including electronics, home goods, fashion, and beauty — whether users are on a free or paid plan. What makes the move even more notable is that the shopping tool is already rolling out and works without requiring users to log in.

The experience is designed to be intuitive. Users can type prompts like “best wireless earbuds under $100” or “gift ideas for a foodie,” and ChatGPT will respond with tailored product suggestions, complete with images, user reviews, and direct purchase links. The goal, according to OpenAI, is to offer a smoother, more personalized alternative to traditional product search engines — one that’s free from the clutter of paid ads and sponsored content.

This development is widely seen as a strategic move to challenge Google’s dominance in the online shopping and search market. Google’s search engine has long monetized product queries through advertising and partnerships, something that OpenAI seems determined to avoid — at least for now. The company clarified that it doesn’t take a cut from purchases made through ChatGPT and that the recommendations are based purely on structured product data, including specifications, reviews, and pricing.

To enhance the user experience further, ChatGPT is also introducing a feature reminiscent of Google’s autocomplete. As users begin typing their queries, they’ll now see trending searches that can either inspire new questions or help complete existing ones faster.

The shopping rollout coincides with the broader expansion of OpenAI’s Deep Research tool, which is now being made available to free users on iOS and Android for the first time. Previously limited to select users and higher-tier plans, Deep Research uses OpenAI’s latest “o3” model to generate comprehensive, well-sourced reports and analyses in minutes — a task that would typically take human researchers hours to complete.

Together, these updates mark a notable evolution for ChatGPT, positioning it not just as a conversational assistant but as a powerful productivity and commerce tool. With AI increasingly embedded in our digital lives, OpenAI’s push into product search and research automation signals a broader ambition: to redefine how we find information, make decisions, and shop online.

While questions remain about how these new tools will be moderated and maintained without advertising revenue, OpenAI’s approach appears focused on trust, usability, and efficiency — three qualities that could draw users away from ad-heavy platforms like Google.

For now, ChatGPT’s shopping capabilities are still in early rollout, but if successful, they could change how millions of people browse and buy online — all through a simple chat.