- Chat GPT integrates advanced features to compare and recommend products online, displaying visual cards with images, prices, and reviews.
- OpenAI ensures that the recommendations are not sponsored or advertising-based, based on information from reliable providers and forums, although there are limitations.
- The experience allows for customization, comparisons, and direct links to stores, but it's key to verify information and consider the transparency of sources.
La Artificial Intelligence has taken a giant leap forward in recent years, and ChatGPT is, without a doubt, one of the great protagonists of this technological revolution. From its beginnings as a conversational chatbot, it now offers functions that help us with everyday and relevant tasks such as online shopping, demonstrating that the future (and the present) of e-commerce lies in personalization and intelligent automation.
Can you imagine comparing products, checking prices, reading reviews, and receiving completely personalized recommendations with just one search on ChatGPT? Today, it's possible. OpenAI has taken a step forward, and with its latest update, ChatGPT becomes your virtual shopping assistant that simplifies, streamlines, and enhances every online purchasing decision. But how does this mechanism actually work? What advantages and limitations does it present? How reliable are its results? And, most importantly, is it worth relying on ChatGPT to help you make your next purchase?
Why can ChatGPT now be your shopping ally?
Until now, finding the perfect product involved browsing dozens of websites, filtering results, reading reviews, and comparing key attributes. However, OpenAI has added a new feature to ChatGPT to centralize and simplify the entire shopping experience: simply ask the chatbot a question, and it automatically generates a selection of relevant products from different suppliers and external sources, sorted and accompanied by essential information such as images, prices, and reviews.
This integration turns ChatGPT into a kind of smart digital showcase, very similar in visual structure to Google Shopping or Amazon. Although the IA While still primarily conversational, you can now answer business inquiries by displaying “product cards” that include the most relevant details for at-a-glance comparison.
How do product recommendations work in ChatGPT?
ChatGPT's search engine detects purchasing intent in your questions. For example, if you search for "best wireless headphones under 200 euros" or "gift ideas for cooking lovers," the system will show you several options organized in a visual format:
- Product cards with images, to quickly recognize each item.
- Brief description and updated price extracted from different partner stores.
- Qualifying labels ("most popular", "cheapest", "best designed", etc.) so you can quickly and visually identify outstanding attributes.
- Customer ratings and real reviews obtained from recognized platforms and forums such as Reddit, Amazon or Best Buy.
- Direct links to the purchase page in official stores, to complete the purchase if you wish.
Once you receive your first selection of products, you can refine your search by asking more specific questions or requesting comparisons between the models presented. Additionally, you can request additional details about a specific product using the "ask more" option within the interface, adding an extra layer of customization to the shopping experience.
What categories are initially available?
For now, ChatGPT's new shopping experience focuses on traditionally popular e-commerce categories:
- Fashion (clothing, footwear, accessories and complements)
- Beauty (cosmetics, personal care, perfumes…)
- Home furniture (appliances, decoration, furniture, small gadgets…)
- Electronics (headphones, mobile phones, tablets, computers…)
OpenAI's intention is to progressively expand the scope of its recommendations to more areas and products, based on demand and improvements resulting from real-world use. Additionally, the system is expected to improve the personalization of suggestions as it gathers information about your tastes and preferences, although this memory feature will not be available in all countries due to privacy concerns, especially in the European Union and the United Kingdom.
Are ChatGPT recommendations unbiased and reliable?
One of the key questions for any user is whether the suggestions are truly based on quality and relevance, or if there is some kind of hidden advertising. OpenAI has been adamant in communicating that this is NOT sponsored content or advertising. That is, the results are not influenced by brand payments, and there is no commission associated with purchases you make through ChatGPT.
The system is powered by structured metadata, customer reviews, and reference forums, and can also compare prices in real time from different retailers and online stores. This seeks to ensure a more transparent, equitable, and useful experience, without giving large brands an advantage over small merchants. Although OpenAI has not revealed in detail the exact origin of some data partners, this raises questions about the complete transparency of the process.
Advantages of using ChatGPT as a digital shopping assistant
One of ChatGPT's biggest advantages is the ease and immediacy of obtaining useful, comparative, and visual information on dozens of products at once, without leaving the same conversation. This represents a considerable time saving compared to traditional internet searches, where you have to jump from website to website, open dozens of tabs, filter results, and manually read reviews.
Additionally, the conversational experience allows you to get personalized answers, refine your preferences, and compare products in real time based on your specific needs. Direct links allow you to access different stores without having to search for the product yourself, streamlining the purchasing and comparison process.
Current limitations and challenges of ChatGPT in the shopping experience
Despite its advantages, AI shopping assistant functionality still has several limitations and challenges that you should be aware of before jumping into using it as your sole purchasing guide.
- Response speed: In some cases, and according to independent tests, generating recommendations can take longer than with conventional search engines like Google, especially when the query is complex or covers many products.
- Quality and reliability of the links: Sometimes ChatGPT displays results from obscure stores, products that aren't yet officially available, or, in the worst case, suspicious or low-reputation sites. It's always a good idea to verify the source before purchasing.
- Regional limitations: Some personalization or memory features may be disabled in certain markets for legal or privacy reasons (e.g., in the European Union or the United Kingdom).
- Experimental functionality: OpenAI acknowledges that this new shopping experience is in the experimental phase, undergoing constant improvements and learning from real-world use, which means there may still be occasional errors in the results or in the updating of prices and stock.
- Dependence on external sources and unidentified partners: Transparency is lacking regarding data providers, prices, and reviews, which can undermine trust among particularly demanding users.
It is advisable to always verify the data provided and maintain a critical attitude toward the results to ensure safe and responsible purchasing decisions.
New ways to use ChatGPT as a shopper and its recent improvements
One of the most striking new features is the possibility of contacting ChatGPT directly from WhatsApp, either by writing or calling 1-800-CHATGPT. This integration offers greater convenience and accessibility for answering questions or starting searches from your mobile device, without having to access the official OpenAI website.
Additionally, OpenAI continues to fine-tune the experience, including improvements such as:
- Clearer and more precise source citations, so you know exactly where the prices, reviews, and photos come from.
- Smarter, more relevant auto-suggestions thanks to the contextual auto-complete feature.
- Ability to display search trends to discover trending or very popular products.
Since when has this shopping assistant been available and who can use it?
Starting May 5, 2025, this feature is available to all ChatGPT users, regardless of whether they have a Free, Plus, or Pro account, or are not logged in. This democratizes access and allows anyone to benefit from these intelligent, structured recommendations instantly.
The feature operates on the GPT-4 AI model and is enabled globally, although there may be specific restrictions or time limitations in regions with stricter privacy regulations, such as the European Union or the United Kingdom.
Practical example: How to search and compare products in ChatGPT
Suppose you want to upgrade your coffee maker at home and ask ChatGPT for help with the query: "The best espresso machines for under 200 euros that make good lattes and take up little space." The system will show you several cards with:
- Model image for quick visual recognition.
- Updated price and reference store.
- brief description highlighting key benefits and features.
- Opinions and ratings from platforms like Amazon.
- Button to expand information or compare additional details.
Clicking on a card will open a window with additional details, reviews, and direct links to purchasing sites, making the decision-making process easier.
If you want to know which one is quieter, more efficient, or more compact, just ask and ChatGPT will adjust the search accordingly.
It's important to note that, in some cases, AI may include misinformation or results from unreliable platforms, so it's always a good idea to filter and verify data before making a purchase.
Where does ChatGPT get its data and how does it keep its prices up to date?
ChatGPT sources information from multiple providers, forums, and online stores. Amazon, Best Buy, Reddit, and other reference platforms stand out.
Price and inventory updates are handled through third-party partners, although OpenAI does not disclose all partners, which can affect transparency.
Tips to get the most out of ChatGPT when shopping
To get the most out of ChatGPT for your online shopping, keep these tips in mind:
- Be specific in your queries. The clearer your requirements are (price, features, qualities), the better recommendations you will get.
- Ask for comparisons between different models or brands. This will help you understand the advantages and disadvantages.
- Always check the reliability of stores and platforms. Read external reviews and seek additional information to ensure safe purchases.
- Check the latest prices and stocks. If an offer seems too good to be true, check the official website before deciding.
- Ask for reviews from real users whenever possible. Reviews and ratings on forums or sales platforms build confidence and help avoid disappointment.
And for a faster mobile experience, you can integrate ChatGPT into WhatsApp and check on your purchases at any time.
The incorporation of ChatGPT into the world of online shopping transforms the user experience, concentrating comparisons, recommendations, and direct links into a single conversation. With advantages such as visual presentation, personalization, and the absence of advertising, but also challenges in reliability and response speed, it opens the door to a new, more efficient and transparent way of deciding on your online purchases. The key is to use its suggestions wisely and complement them with your own judgment to make purchases safely and comfortably.
Passionate writer about the world of bytes and technology in general. I love sharing my knowledge through writing, and that's what I'll do on this blog, show you all the most interesting things about gadgets, software, hardware, tech trends, and more. My goal is to help you navigate the digital world in a simple and entertaining way.