OpenAI has just unveiled a revolutionary new feature for ChatGPT. The AI assistant now allows users to find and purchase products directly from their conversations. This major update includes personalized recommendations and purchase buttons that link to merchant websites. And, surprise, surprise: this feature is available to all users, even those who do not have a registered account.
How does this new shopping experience work in ChatGPT?
Imagine you are looking for a coffee maker or an office chair. You simply pose your question to ChatGPT as you would naturally. The assistant analyzes your request and determines whether you intend to make a purchase.
As soon as it detects this intention, ChatGPT displays carousels of relevant products. Each suggestion is accompanied by an image, a simplified description, and even small labels such as “most popular” or “cheap.” These labels do not come out of thin air-they are automatically generated by artificial intelligence using data from external vendors.
One detail that makes all the difference: product descriptions have been completely rewritten to provide a uniform, easy-to-understand format. No more confusing marketing jargon on e-commerce sites!
Let’s take a concrete example. You tell ChatGPT that you are looking for “a disguise for a large dog” and that you “hate clowns.” The assistant will try to filter the options based on these criteria. If the results are not to your liking, you can refine your request in real time and the recommendations will be changed instantly.
As for prices, the first information displayed is from external sources. But this is just the beginning! By clicking on a product you are interested in, you can compare prices between different merchants. An approach that promotes transparency without drowning in an avalanche of options from the start.
An unbiased and personalized recommendation system
The great strength of this new feature is the product selection method. To make its recommendations, ChatGPT analyzes a set of factors:
- Structured product metadata
- Editorial reviews from specialized sites
- Discussions on forums such as Reddit
- Your personal preferences expressed during the conversation
This combination produces suggestions truly tailored to your specific needs. And contrary to what you might think, it is not disguised advertising. OpenAI guarantees that the results displayed are organic and not sponsored. No merchants pay to appear at the top of the list.
This approach differs radically from Google Shopping, where product placement can be influenced by advertising bids. In addition, any site or merchant can appear in ChatGPT results as long as it meets the quality and safety standards set by OpenAI. Thus, a small online store has the same chance of being recommended as Amazon or Walmart.
A personalization that becomes increasingly refined with the use
One fascinating aspect of this system is its ability to remember your preferences. If you regularly mention certain criteria such as duration or a limited budget, ChatGPT will take this into account in its future recommendations.
I find this approach much more natural than classic filters on e-commerce sites. Instead of checking boxes, you just chat with the assistant as you would with a friend who knows your tastes.
OpenAI directly challenges Google
This new feature marks a strategic turning point for OpenAI. By turning ChatGPT into a shopping assistant, the company is venturing into territory hitherto dominated by Google. And it is no small feat.
Google still reigns supreme when it comes to online search and shopping, but OpenAI seems determined to challenge this hegemony. The battle promises to be intense because the two giants have different strengths.
ChatGPT’s main advantage over Google Shopping? Its organic approach. For now, OpenAI does not charge merchants to place their products. Adam Fry, OpenAI product manager, said the current priority is to improve the quality of recommendations before considering monetizing this feature.
- For users: a more natural and conversational shopping experience
- For merchants: potentially more equitable visibility
A business model that is still unclear
Although OpenAI is exploring various models to integrate revenue into this function, no clear plans have been defined for the short term. This raises questions about the long-term economic viability of the service.
You may be wondering how OpenAI can make money without compromising the neutrality of its recommendations. This is precisely the delicate balance the company will have to strike.
A shopping experience that redefines product search
Ultimately, this new ChatGPT feature invites us to rethink the way we search for and purchase products online. Gone are the long hours spent flipping through pages of results and manually comparing options.
The AI assistant does the hard work for you, quickly analyzing thousands of pieces of information and filtering them based on your specific criteria. It’s like having a personal shopping expert available 24 hours a day.
This development is part of OpenAI’s overall strategy to extend the functionality of its language models. In addition to answering questions, ChatGPT is gradually becoming a real assistant that can act in the real world.
I find it particularly interesting to see how conversational AI is transforming everyday activities such as online shopping. We are moving from a keyword search to a real conversation that understands our intentions and preferences.
It remains to be seen whether this approach will be compelling enough to turn consumers away from e-commerce giants. One thing is certain: the way we shop online is changing.