OpenAI has launched an updated version of ChatGPT’s web search tool, designed to enhance the online shopping experience for users. This new feature allows ChatGPT to provide product recommendations, show images, present user reviews, and offer direct links to purchase products. The search results can be highly personalized based on natural language queries, making it easier for users to find exactly what they are looking for in categories like fashion, beauty, electronics, and home goods.
This new search functionality, available on GPT-4o for both free and paid ChatGPT users, is OpenAI’s attempt to compete with Google by offering a more user-friendly and tailored shopping experience. While Google has dominated online shopping searches, its focus on advertisements has led to a decline in the quality of search results. OpenAI’s updated shopping feature, however, excludes advertisements and bases its results purely on structured metadata, such as product descriptions, prices, and reviews.
In a shift from previous practices, OpenAI CEO Sam Altman has shown openness to “tasteful” advertising, such as charging affiliate fees for purchases made via ChatGPT, but without compromising the integrity of search results. The new shopping feature will soon be integrated with ChatGPT’s memory function for Pro and Plus users, allowing the AI to offer personalized recommendations based on previous chats. However, this feature will not be available in the European Union and some other countries.
Alongside the shopping updates, OpenAI has introduced a trending search feature that mirrors Google’s autocomplete, helping users find popular queries more easily. Additionally, ChatGPT search is now available on WhatsApp, where users can interact with the AI chatbot to receive up-to-date answers.
This updated shopping experience marks a significant step for OpenAI as it diversifies its offerings. The integration of personalized product recommendations and the ability to search using natural language queries presents a faster, more accessible alternative to traditional online shopping platforms, all while maintaining a focus on user privacy and satisfaction.
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