OpenAI today added a new shopping research feature to ChatGPT, which is meant to help you find the right products for everything from simple household products to gifts. You can tell ChatGPT what you're looking for,

With Black Friday around the corner, OpenAI is upgrading ChatGPT's shopping capabilities just in time to make spending your money even easier.

ChatGPT and Perplexity roll out AI shopping tools that promise smarter product discovery, personalized picks, and quicker paths to purchase.

This process is quite similar to deep research, a feature in which ChatGPT thinks hard about how to solve a problem, develops a plan, and then works for extended periods of time. Deep research is mostly used for information and data gathering, but the new shopping mode shows how such features can be pivoted in more commercial directions.

ChatGPT Shopping is a new research tool that helps users find, compare, and evaluate products through personalised guides. It analyses options, asks clarifying questions, and streamlines product discovery.

ChatGPT wants to make shopping for high-consideration products even easier with its new “Shopping Research” experience.

The experience, available via ChatGPT Deep Research, aims to help you discover new products, but OpenAI says it only gets it right 64% of the time.