"More than a dozen journalists clustered around rows of monitors as OpenAI unveiled its latest offering, called Shopping Research. Powered by a new ChatGPT-5 mini model and available across ChatGPT plans, it does deep product reconnaissance for you across the web. Just describe what you want-"a gift for my four-year-old niece who loves art," "Black Friday deals for these sneakers," "a petite red holiday dress that's festive but not over-the-top"-and within minutes, it produces a personalized interactive shopping guide."
"You get quick quizzes, modern and sleek product cards you can thumbs-up or thumbs-down, and a much more guided experience overall. But the model needs a few minutes to think, which means it's not ideal for quick-hit shopping. OpenAI warned that Shopping Research can still make mistakes, and you can't buy directly through ChatGPT. The new interface is not connected to the company's Instant Checkout, the one-click buying feature OpenAI announced earlier this year-which only works with a small number of participating brands,"
OpenAI, Perplexity, Google, Amazon, and Walmart launched multiple AI-powered shopping features for the holiday season. Between 15% and 30% of online shoppers are expected to use generative AI for holiday gifts, according to Bain. Early testing shows the tools provide promising personalization and guided interfaces but remain error-prone and not fully integrated with checkout. OpenAI's Shopping Research uses a ChatGPT-5 mini model to perform deep product reconnaissance and produces personalized interactive shopping guides. The interface offers quizzes and product cards, but the model can be slow, can make mistakes, and does not enable direct purchases through ChatGPT or full Instant Checkout functionality.
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