OpenAI is rolling out a new feature that could completely change the way you shop online — especially for tech products like smartphones. Instead of opening multiple review sites, comparing spec sheets, and juggling different price listings, you’ll be able to tell ChatGPT what you’re looking for: whether that’s a long-lasting battery, a great camera, or an affordable price point. ChatGPT will then ask a few follow-up questions to fine-tune what you care about most, and deliver a personalized recommendation based on up-to-date data.
This shift turns ChatGPT from a conversational tool into a kind of digital buying assistant — one that gathers relevant specs, summarizes trade-offs, and compares multiple models quickly. For example, if you care about battery life and durability over cutting-edge features, ChatGPT might suggest an older flagship that’s known for reliability. If you want the best camera under a certain budget, it can narrow it down to a few top contenders. The AI does the heavy lifting, so you don’t have to spend hours reading through dozens of pages.
Behind this feature is a broader move by OpenAI: bringing more structured tasks into the chat interface. Shopping is a natural fit — it’s something many people do frequently, and there’s a clear benefit to automating the research. As the feature evolves, it may even support direct checkout links or store comparisons, blurring the line between recommendation and purchase.
For users, this could mean less time indecisively browsing and more confidence that they’re picking a product tailored to their needs. For retailers and manufacturers, it could shift how products are discovered — from flashy launch campaigns to matching tools that align a product to a user’s actual preferences.
Of course, no system is perfect. A recommendation engine like this depends heavily on accurate, up-to-date information. Mistakes in spec data or overlooked trade-offs could lead to unsatisfying choices. Plus, some buyers enjoy digging into reviews and user feedback — something that an algorithm may not fully replicate. But as a first step, ChatGPT’s new role promises to simplify and personalize one of the most common online tasks.
