Recommendation SystemConsumer FacingVerified

ChatGPT includes a shopping tool that acts like a personal shopping assistant — users describe what they're looking for, answer a few preference questions, and ChatGPT recommends specific products with current prices, reviews, and images. It launched in November 2025. Recommendations are not paid placements; products are ranked by relevance only.

Details

Shopping Research is powered by a version of GPT-5 mini trained specifically for shopping tasks using reinforcement learning. Users can swipe right or left on suggested products to refine results — similar to a dating-app interface for goods. The tool pulls live pricing, specifications, and reviews from public websites. An "Instant Checkout" feature, powered by a partnership with Stripe, enables purchases directly inside the chat. Integrated merchants include Walmart, Etsy, and Shopify sellers. OpenAI reports the platform handles approximately 50 million shopping queries per day.

Products affected

ChatGPT (all tiers)Shopping ResearchInstant Checkout

Sources & Evidence

Company Disclosure

Company DisclosureVerified

Introducing shopping research in ChatGPT

OpenAI·Nov 2025

https://openai.com/index/chatgpt-shopping-research/

News Article

OpenAI’s new ChatGPT shopping tool promises ‘in-depth’ research — just not for Amazon products

Modern Retail·Nov 2025

https://www.modernretail.co/technology/openais-new-chatgpt-shopping-tool-promises-in-depth-research-just-not-for-amazon-products/

Other practices by OpenAI

Creative GenSora was OpenAI's tool for generating short video clips from a text description or uploaded image. OpenAI announced on March 24, 2026 that it is shutting down Sora entirely — including the app and API — citing the need to reallocate computing resources toward higher-priority products. The shutdown comes just three months after a landmark deal with Disney, which is also now cancelled.OtherIn February 2026, OpenAI signed a contract with the U.S. Department of Defense to deploy its AI models in classified military environments. The deal — worth up to $200 million — covers uses like military healthcare, program data analysis, and cyber defense. It came days after the Pentagon blacklisted rival Anthropic for refusing to drop restrictions on domestic surveillance and autonomous weapons use.RecommendationSince February 2026, ChatGPT shows sponsored ads to users on its free and low-cost Go tiers, matched to the topic of the current conversation. Someone asking about recipes might see an ad for a grocery delivery service. Ads are clearly labeled as sponsored and appear separately from ChatGPT's answers, which OpenAI says are never influenced by advertisers.

Have evidence about OpenAI's AI practices? Submit a report.

Report a Sighting →