OpenAI has unveiled a new shopping feature within its ChatGPT platform, marking a significant step in its ongoing competition with Google in the realm of online search and commerce. This enhancement allows users to engage in conversational searches for products, receiving personalized recommendations complete with images, reviews, and direct links to retailers.​

The shopping assistance feature caters to ChatGPT’s GPT-4o model and is accessible to all users globally, including those on Free, Plus, and Pro tiers, as well as users who are not logged in. It covers a range of categories such as fashion, beauty, electronics, and home goods. OpenAI emphasizes that the product recommendations are not influenced by advertisements or commission-based incentives but are generated based on structured meta data like prices and reviews from third-party sources.

This development comes as ChatGPT experiences a surge in usage, handling over 1 billion searches weekly and boasting more than 400 million weekly active users as of February. The new shopping feature aims to streamline the online shopping experience by allowing users to find and compare items through natural conversation, subsequently connecting directly to merchants for purchases.

In response to the growing competition from AI chatbots, Google has integrated its own Gemini assistant into search results, providing AI-generated answers above traditional website links. This move signifies an intensifying rivalry between the two tech giants as they vie for dominance in the online search and shopping sectors.​

The introduction of shopping capabilities in ChatGPT reflects OpenAI’s broader strategy to expand its services and challenge established players in the digital marketplace. By offering a more personalized and ad-free shopping experience, OpenAI positions ChatGPT as a compelling alternative to traditional search engines.

As the digital landscape continues to evolve, the integration of AI-driven features like ChatGPT’s shopping assistance is poised to reshape consumer behavior and the dynamics of online commerce. Both OpenAI and Google are expected to continue innovating in this space, striving to enhance user experience and capture greater market share.