OpenAI's PBC division today unveiled ChatGPT Shopping Research, a new tool designed to help users quickly evaluate products, compare options, and make more confident purchasing decisions.

The feature is available to all logged-in ChatGPT users—including those on the free tier—and the company is offering "nearly unlimited usage" during the holiday season.

True to its name, Shopping Research acts as a personalized product advisor. Rather than relying on broad keyword searches, it begins by asking users about their specific needs, including budget, preferences, required features, and intended use. It then generates tailored buying guides by pulling in up-to-date information from across the web—such as specifications, reviews, pricing, and availability—to deliver structured recommendations and clear trade-off summaries.

Under the hood, Shopping Research leverages a specially fine-tuned mini variant of GPT-5, optimized for evaluating retail products, parsing trusted sources, and accurately citing information. Its output format highlights top candidate products, enables side-by-side comparisons, and explains why certain items better match the user’s stated criteria.

The model also supports an interactive experience, capable of refining and updating recommendations in real time as users add new constraints or provide feedback on product preferences. According to OpenAI, this results in responses that are both thoroughly researched and highly personalized.

OpenAI notes that Shopping Research is still an emerging capability, and details such as pricing, stock levels, or specific features may occasionally be outdated or incomplete. The company advises users to verify final details directly on retailer websites before completing a purchase.

To support merchants, OpenAI has introduced an allowlist process. Retailers who wish to ensure their product data appears accurately within the research workflow can apply to be included, providing the platform with clearer, more structured, and reliable information pathways.

OpenAI views Shopping Research as part of a broader vision to make conversational assistants more valuable in real-world decision-making scenarios.

In its announcement, the company stated: “Our goal is to simplify the process of finding the right product. ChatGPT will continue to better understand your preferences, expand into more categories, and offer more intuitive ways to compare and discover products.”