In April 2025, OpenAI introduced a new feature in ChatGPT – intelligent shopping, aiming to change the approach to online shopping and compete with giants like Amazon and Google.
What does the new feature offer?
ChatGPT users can now:
- Get personalized product recommendations in categories like fashion, beauty, electronics, and home.
- View visual details of products, including images, prices, and reviews.
- Follow direct links to purchase products from retailers like Walmart.
It is important to note that the results are not advertising and do not depend on paid placements.
How does this work?
ChatGPT uses proprietary algorithms to analyze user queries and provide relevant results. Product information is collected from various sources, including reviews and pricing data, to ensure accuracy and relevance.
Why is this important?
According to OpenAI, over a billion searches have been made through ChatGPT in the last week, indicating growing user interest in the platform.
The new shopping feature could change consumer behavior by offering a more personalized and convenient shopping experience without intrusive advertising.
What does this mean for marketers?
- New Channels of Engagement: Marketers can use ChatGPT to introduce their products to a wider audience without the need for paid advertising.
- Increasing Consumer Trust: The absence of paid placements can increase user trust in recommendations, which is important for brands looking to build their reputation.
- Adapting Strategies: Given the changes in consumer behavior, marketers should rethink their strategies to effectively leverage the new opportunities presented by AI platforms.
The introduction of intelligent shopping in ChatGPT represents a significant step in the evolution of online shopping. For marketers, this opens up new horizons for engaging with consumers and requires them to adapt to the changing digital landscape.
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