How do you shop online right now? You might do a quick search on Google for the “best smartphones of 2025,” or you might hop onto a retailer like Amazon and look for the best prices. These methods aren’t wrong, but what if it could be faster and more efficient? That’s what OpenAI is trying to do with its latest ChatGPT AI shopping assistant feature.
ChatGPT can now be your AI shopping assistant
Shopping via ChatGPT isn’t new. OpenAI introduced agentic AI shopping back in September. However, the difference here is that ChatGPT can do the research for you. In our earlier example if you’re trying to find the best phone to buy in 2025, you’ll have to comb through multiple websites for that information.
One website might recommend the Pixel 10, another might recommend the Galaxy S25 Ultra. From there, you’ll have to do even more research to find out the differences, see what users on Reddit are saying, and more. That’s a lot of work, which is one of the problems the ChatGPT AI shopping assistant will help you solve.
According to OpenAI, ChatGPT can now help you research products specifically based on your needs. All you need to do is prompt it, and it will help you build a personalized guide. OpenAI says, “It asks smart clarifying questions, researches deeply across the internet, reviews quality sources, and builds on ChatGPT’s understanding of you from past conversations and your ChatGPT memory to deliver a personalized buyer’s guide in minutes.”
Shopping taken to the next level
Now, asking ChatGPT to help you find the top 10 best smart home products is something users could always do. However, the difference now is that ChatGPT acts as your AI agent. OpenAI says that if a product supports Instant Checkout, users can tap on “Buy” to confirm their order, shipping, and payment details, and complete the checkout without having to leave the chat.
The good news is that this feature is free for all users. So, if you’re a free user on ChatGPT, don’t worry, you can take advantage of it. In fact, OpenAI claims it will work with “nearly unlimited usage” throughout the holidays. If you’re planning on doing some shopping and need a helping hand from AI, then maybe this is a feature worth checking out.
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