ChatGPT Plays Personal Shopper

Just as holiday shopping kicks into high gear, OpenAI has unveiled a handy new feature: ChatGPT can now help you track down products without ever leaving the chat window. Think of it less like an online store and more like that friend who always knows where to find the good stuff.

How It Works

Forget scrolling through endless product pages. You simply tell ChatGPT what you're after—say, "Find me wireless earbuds under $100 with noise cancellation"—and its specially trained GPT-5-mini model gets to work. It pulls information from multiple trusted retailers, then serves up options that match your criteria.

The magic happens in the back-and-forth. The assistant might ask clarifying questions ("Do you prefer over-ear or in-ear designs?") to narrow things down. As results appear, you can swipe left or right (figuratively speaking) on suggestions—a Tinder-like approach that makes the process surprisingly fun.

Real-World Testing

During trials, users discovered some neat tricks:

• Visual searches: Snap a photo of your dog's favorite treats running low? Upload it, and ChatGPT finds similar products.
• Budget balancing: The tool remembers your price range across multiple queries ("Now find matching accessories under $50").
• Instant comparisons: Ask "How does Camera X differ from Camera Y?" for side-by-side breakdowns.

While OpenAI cautions users to double-check prices and availability before buying, early testers reported saving hours normally spent comparison shopping.

Why This Matters

The feature arrives as shoppers increasingly distrust traditional search results clogged with ads. By focusing on discovery rather than transactions (ChatGPT won't actually process purchases), OpenAI positions itself as a neutral shopping ally—though retailers will likely pay attention to which products get recommended.

It's not perfect—some niche products still slip through its filters—but for common purchases from electronics to home goods, many will find this smarter than sifting through Amazon's endless scroll.

Key Points:

• 🛒 Smart matching: Describe what you need; ChatGPT finds options across retailers
• 🔍 Interactive refinement: Swipe-style feedback hones recommendations
• 🕵️‍♂️ Visual searches: Upload photos to find similar items
• ⚠️ Verification needed: Always confirm final prices/availability before purchasing