OpenAI has introduced a significant enhancement to ChatGPT’s search functions, with the goal of providing users with a more tailored and smooth online shopping experience. The latest feature is now present in ChatGPT’s standard AI model, GPT-4o, and will be available worldwide to all users — including Free, Plus, and Pro subscriptions — as well as those browsing without an account.

With the update, when users look for products in ChatGPT, they will get personalized suggestions with images, customer feedback, and direct access to buying pages. Categories like fashion, beauty, home products, and electronics are some of the initial ones being backed. OpenAI highlighted that individuals can ask very specific inquiries in natural language and obtain tailored responses in return.

OpenAI intends to enhance the shopping experience by incorporating its memory feature — which recalls past user interactions — for Pro and Plus subscribers. This will enable ChatGPT to enhance product recommendations according to a person's preferences and historical inquiries.

The shopping outcomes are derived independently, utilizing organized metadata from external sources — such as pricing, product details, and reviews — and will exclude advertisements. OpenAI also stated that it does not receive commissions or affiliate payments from purchases made on the platform, emphasizing its dedication to providing an ad-free shopping experience.

Moreover, ChatGPT search is launching trending searches, similar to Google’s autocomplete features, assisting users in finding popular subjects while they type. The firm has additionally expanded ChatGPT's search functions to WhatsApp, providing users with instant responses and shopping support via messaging.