OpenAI has officially launched a new shopping research feature within its ChatGPT platform, designed to transform product discovery by generating personalized buying guides based on user queries.
The new tool is being rolled out on both mobile and web for all logged-in users, including those on Free, Go, Plus, and Pro plans, aiming to simplify complex purchasing decisions.
A Conversational Approach to E-Commerce
The feature allows users to describe what they are looking for in natural language, prompting ChatGPT to ask clarifying questions about budget, preferences, and specific needs. It then researches product information across various online sources to compile a tailored guide.
This conversational process is particularly effective for detail-heavy categories such as electronics, home appliances, and sports equipment. By leveraging a user’s chat history and the Memory feature, ChatGPT can further personalize recommendations based on past conversations and known interests.
Technology and Transparency
The shopping research tool is powered by a version of OpenAI’s GPT-5 mini model, which has been specifically trained for shopping-related tasks. It is designed to synthesize information from trusted public retail sites to generate its recommendations.
OpenAI has emphasized that user chats are not shared with retailers and that results are organic rather than based on paid placements. However, the company notes that the tool may make errors regarding price or availability and recommends users check merchant websites for the most accurate information.
Implications for the MENA E-Commerce Landscape
The introduction of this tool by a global tech leader signals a significant shift in online consumer behavior that will impact the MENA region’s burgeoning e-commerce sector. As users increasingly turn to AI assistants for product research, regional platforms and startups must adapt to this new paradigm.
For major players and emerging direct-to-consumer brands, this development highlights the growing importance of AI in enhancing the customer journey. It also creates a new imperative for MENA-based retailers to ensure their online product data is structured, accurate, and easily crawlable to appear in these AI-generated guides. This trend could also spur innovation among regional tech startups aiming to build localized or specialized AI shopping solutions.
About OpenAI
OpenAI is an AI research and deployment company with a mission to ensure that artificial general intelligence (AGI) benefits all of humanity. The company is behind some of the world’s most advanced AI models, including the GPT series that powers its flagship product, ChatGPT, and the image generation model DALL-E.
Source: Tech in Asia
