Recently, Google’s dominance in search is increasingly being challenged. Beyond basic AI search, OpenAI earlier announced another upgrade to ChatGPT Search, where replies will directly include purchase pages for the product in question, based on AI analysis and comparison—even price comparisons are included. This means those interested can also get the best purchase source at the same time. OpenAI also emphasized that these are real results, with no ads.
ChatGPT Search adds shopping features, providing product purchase recommendations after searches.
Earlier, OpenAI announced on its official community channels that ChatGPT Search now makes shopping and comparing products easier: “We are experimenting with making shopping in ChatGPT simpler and faster, so users can search, compare, and buy products. This includes enhanced product search results, showing product images, prices, and review information, as well as providing direct purchase links. Product results are independently selected and are not advertisements.”
Shopping
We’re experimenting with making shopping simpler and faster to find, compare, and buy products in ChatGPT.
✅ Improved product results
✅ Visual product details, pricing, and reviews
✅ Direct links to buyProduct results are chosen independently and are not ads.… pic.twitter.com/PkZwsTxJUj
— OpenAI (@OpenAI) April 28, 2025
In the video, OpenAI demonstrated how this feature works. For example, if you want to buy an espresso machine with a budget under $200, you give this request to ChatGPT. After ChatGPT performs web search, analysis, and synthesis, it gives you a complete reply, including where to buy each espresso machine, the most recommended models, and so on:
When you enter the purchase menu for this model, it not only shows the price and purchase link for each shopping platform, but scrolling down you’ll also find “Why you might like it” and “What other users think of this device,” among other sections. All of this content is online information compiled by AI.
In a WIRED interview with Adam Fry, the head of product for ChatGPT Search, it was noted that ChatGPT Search doesn’t rely simply on keyword search but instead offers a more personalized, conversational shopping experience. ChatGPT tries to understand how people rate the product, how they discuss it, and what its pros and cons are.
More importantly, ChatGPT has memory capabilities — it records your preferences in its memory, so when you ask for purchasing advice in the future, it can offer recommendations that better match your tastes.
The reviews that ChatGPT cites in product recommendations come from multiple online sources, including various media reports, blogs, and user reviews from sites like Reddit. Of course, users can also tell ChatGPT which types of reviews to prioritize, resulting in content that better matches their personal needs.
As ChatGPT Search enhances the shopping experience, we can also expect other AI search services to add similar features, such as Perplexity.
The upgraded shopping features for ChatGPT Search are rolling out starting today and will gradually reach Plus, Pro, Free, and logged-out users across all regions where ChatGPT is available. However, the full rollout is expected to take a few days to complete. I tested my account and still can’t use it yet — if yours is the same, you might need to wait a few more days.
Reference data:WIRED
Source: KOCPC Chinese