So, if you've ever found yourself in that late December moment of panic – “What should I buy Aunt Milena, who already has everything?” – OpenAI has a new solution for you: shopping research. The feature is available to all ChatGPT users – free and paid – on mobile and web. Yes, even those with the basic version will have almost unlimited access – at least for the duration of the holiday shopping season (read: until we die under the weight of gift lists). So – ChatGPT will be your personal shopping advisor.
A personal shopping advisor?! You type something like “best TVs for bright rooms,” and boom – ChatGPT not only lists a few models, but also asks if you want to explore further. This is where the transformation from a mere chatbot into your personal AI shopping advisor takes place. It's almost like Alexa and Pinterest are working together to curate your shopping cart.
But be careful – OpenAI warns in advance that the function may miss details such as prices or stock. So, checking with the actual retailer still remains part of your everyday life. Nevertheless, you will ChatGPT guided through a series of questions, where you can set filters based on price, intended use, desired features... In short, it's like browsing Amazon, only without ads for toothbrushes you were never looking for (or were you?).
Next step: Buy directly from ChatGPT
OpenAI is already developing the feature Instant Checkout, which will allow you to purchase directly from ChatGPT at participating retailers. So the next time ChatGPT suggests “the best headphones for running in the rain,” you might be able to make your purchase right in the chat. One click. One AI agent. A lighter wallet.
Google and other AI giants are not far behind
Of course, OpenAI isn't the only one looking to be your digital Santa. Google has also announced new AI shopping features, and Perplexity's Comet browser even does the shopping for you—which probably doesn't sit well with Amazon. They all want your click. And your money.
What does this even work on – Ai personal shopping advisor
OpenAI says the system is based on a version of GPT-5 mini that is specifically optimized for shopping tasks. The recommendations are based on “quality sources” from around the web — the latest information on prices, reviews, availability, specifications, and images. If you have so-called memory (memory), the system can take into account previous conversations and surprise you with buttons like "like this" or "not interested anymore" - as if Netflix's algorithms were making a shopping list for you.
Bonus for Pro users: Shopping guides based on Pulse cards
Users with paid access will get special treatment – buying guides, based on your conversations. For example, if you've been excited about electric bikes, ChatGPT will automatically suggest accessories you may not have googled yet (but clearly need—you know, that retro doorbell with a built-in GPS tracker).
So, will AI choose your gifts this year?
It seems that AI will not only take us into the future, but also to the nearest cash register. ChatGPT is now further proof that artificial intelligence is no longer a thing of the future – but of your wish list. And if you don’t manage to buy everything in time this year, don’t worry – ChatGPT He will probably also advise you on the best excuses for being late.
What about you? Will you be shopping with the help of artificial intelligence this year or do you swear by the classic “shopping with a cappuccino in hand”? Share with us in the comments!
