OpenAI has launched a new shopping research tool in ChatGPT that asks clarifying questions and creates personalised buying guides instead of instant product lists.

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

Shopping Research will be rolling out to users starting Monday. It'll be available to ChatGPT Free, Go, Plus, and Pro plans, with OpenAI saying it'll offer users "nearly unlimited usage" through the holidays on all plans.

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

OpenAI announced shopping research within ChatGPT, "a new experience in ChatGPT that does the research for you to help you find the right products," as OpenAI put it. This is clearly OpenAI's response to Google's AI Mode and Gemini 3 shopping experiences.

ChatGPT’s new Shopping Research feature offers product comparisons, tailored buyer advice, and deep research across the web—all personalized to your preferences and past conversations.