ChatGPT just leveled up its game, making it a serious contender against Google Search. The AI now helps users shop for everything from robot vacuums to espresso machines with ease. OpenAI rolled out experimental shopping features designed to simplify product discovery and purchasing. This update transforms ChatGPT into a one-stop shop for comparisons, reviews, and direct retailer links.
OpenAI introduced these enhancements, claiming they streamline the process of finding and buying items. The company shared on X that ChatGPT now displays product images, pricing, and side-by-side comparisons. Mashable tested the features using ChatGPT 4o, confirming their functionality. These improvements position ChatGPT as a direct competitor to Google’s search dominance, especially for product research.
However, while Google delivers near-instant results, ChatGPT’s shopping suggestions took up to 40 seconds in testing. Another hiccup? The AI occasionally directed users to obscure or unreliable retailers. The new shopping tools are available to all users, including those without accounts. OpenAI clarified that product placements aren’t sponsored, and the company doesn’t earn commissions from retailer links.
Adam Fry, OpenAI’s product lead, explained that ChatGPT’s recommendations rely on conversational trends rather than rigid algorithms. The AI focuses on how people discuss products, aiming for a more natural interaction. Currently, the features are being tested in categories like fashion, beauty, home goods, and electronics.
If ChatGPT’s initial search capabilities were a challenge to Google, these shopping tools mark a full-on offensive. Recent surveys show growing user preference for chatbots over traditional search engines. Google’s declining result quality and AI-generated responses have fueled frustration among its users.
Meanwhile, ChatGPT’s search function hit one billion queries in a single week, becoming one of OpenAI’s fastest-growing features. The battle for search supremacy just got a lot more interesting.