ChatGPT evolves into smart shopping companion with visual search, product comparisons, and more

OpenAI has launched a sweeping update to ChatGPT, transforming the popular AI chatbot into a powerful, ad-free shopping assistant. With enhanced visual search, personalized product discovery, and streamlined browsing, ChatGPT now positions itself as a serious alternative to traditional search engines and shopping aggregators.

Users can now search for products using natural language prompts — for example, “best 4K monitor under $500” — and receive clean, scrollable product cards featuring images, star ratings, price comparisons, and condensed user reviews. Each result includes a direct link to the retailer’s website, enabling seamless purchasing.

Shopping

We’re experimenting with making shopping simpler and faster to find, compare, and buy products in ChatGPT.

✅ Improved product results
✅ Visual product details, pricing, and reviews
✅ Direct links to buy

Product results are chosen independently and are not ads.… pic.twitter.com/PkZwsTxJUj

— OpenAI (@OpenAI) April 28, 2025

Unlike conventional shopping platforms, OpenAI emphasizes that ChatGPT’s results are completely organic, with no ads or affiliate placements. This move challenges the ad-centric business models of major search engines and e-commerce sites, offering users a more neutral and personalized discovery experience.

The updated ChatGPT tailors suggestions based on user-defined preferences like budget, brand affinity, and product category. However, OpenAI notes that personalization features may be limited in regions with stricter data privacy regulations, including the UK and the EU.

A newly introduced “Ask about this” button lets users interact directly with a product from within the results — asking follow-up questions or comparing it with similar items without starting a new search.

These shopping tools are available globally to all users — including those on the free plan — across web and mobile platforms. No login is required, making it easy for anyone to explore the new features without committing to an account.

In addition to shopping, ChatGPT now provides multiple source citations in its answers, helping users verify information across different outlets. The AI has also become quicker and more intuitive with the addition of autocomplete suggestions and trending search prompts, streamlining the query process.

In a further push for accessibility, OpenAI has extended ChatGPT’s reach to WhatsApp. Users can now text 1-800-ChatGPT (+1-800-242-8478) to receive instant answers, including live sports scores and general information, directly within the messaging app.