With e-commerce use booming, OpenAI is introducing Shopping Research, a new tool designed to support users in their buying decisions.
The aim is simple: avoid endless comparisons, cut through the noise and let everyone quickly choose the best product… directly from ChatGPT.
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With its ability to ask the right questions, analyse the web, compare options and generate a personalised guide, Shopping Research stands out as one of the most practical features since the release of GPT-5.
In this article: everything new, its limitations and the impact for businesses.
A shopping assistant built into ChatGPT
Shopping Research turns ChatGPT into a true shopping coach, able to:
- ask targeted questions to understand your needs,
- analyse the web to find relevant products,
- compare models, reviews and features,
- build a complete, personalised buying guide.
Rather than asking directly “Which camera should I choose?”, ChatGPT guides you through a mini decision process:
Budget?
How will you use it?
What are your constraints?
What matters to you?
Once you have answered, the AI generates a coherent, clear proposal that is easy to use.
What Shopping Research really brings
1. A real understanding of your needs
ChatGPT does not just collect keywords:
it rephrases, clarifies, digs deeper and structures your expectations to offer genuinely personalised recommendations.
2. Automated web research
The AI searches for you:
- product information,
- reviews,
- strengths and weaknesses,
- comparable models,
- more relevant alternatives.
3. A clear, actionable recommendation
Shopping Research generates a final guide made up of:
- 3 to 5 products,
- pros / cons,
- a summary for each option,
- a recommended final choice.
Simple, readable, effective.
How to use Shopping Research
Good news: it is available to everyone, even on the free version.
To activate it:
- Open ChatGPT
- Simply type: “Help me choose…”
- Answer the questions
- The AI builds the comparison automatically
No set-up, no hidden button: everything happens in the chat.

Free… but with limits
Shopping Research works with the free model.
However:
- the Plus version speeds up searches,
- the Pro version improves accuracy and comparisons,
- the final answer is more structured.
For occasional use: the Free version works very well.
For regular or professional use: the Pro version is much more comfortable.
Why this feature matters
Shopping Research is not a gimmick:
it is a real step towards a complete personal assistant.
It changes:
- the way we shop,
- the way we analyse a need,
- our approach to decision-making,
- the use of AI in everyday life.
For businesses, it is also an interesting lever:
quick internal comparisons, help choosing tools, customer support, pre-sales and more.
Conclusion
Shopping Research is one of ChatGPT's strongest practical advances in months.
It is simple, useful and, above all, immediate in its impact.
A tool that turns a complex process into an informed decision…
and clearly signals the future of AI personal assistance.
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