OpenAI has launched a new update to ChatGPT that integrates shopping features into the widely-used AI tool, allowing users to receive tailored product suggestions, view prices and reviews, and link directly to online stores, BBC News reported.
The initiative is set to challenge dominant market players like Google and Amazon, both of which have substantial stakes in the e-commerce and product discovery arenas.
According to OpenAI, the new tool is designed to make it “faster to find, compare, and buy products,” and all recommendations will be generated independently, not through paid promotion.
This approach positions ChatGPT not only as an AI assistant but also as a new type of product discovery platform. The rollout of this feature is expected to reach all users within a few days.
This shopping update is part of a larger overhaul of ChatGPT’s search functionality, which has seen explosive growth. OpenAI noted that the search tool is now handling over one billion weekly queries.
In addition to shopping, the company introduced features like live sports score updates and richer citation systems for more accurate responses.
While Google still holds the lion’s share of global search traffic, OpenAI’s consistent innovation in integrating AI into daily tasks suggests a shifting landscape.
This also places pressure on competitors such as Amazon, which has also introduced its AI-powered shopping assistants, and other generative AI platforms like Perplexity.
The addition of shopping to ChatGPT underscores how generative AI is increasingly being embedded into commerce, search, and digital media, potentially redefining how people interact with the internet.
It also reinforces OpenAI’s long-term goal of turning ChatGPT into an all-in-one assistant capable of handling a broad range of everyday needs.
