According to CNBC, OpenAI announced a new shopping research tool on Monday that’s designed for ChatGPT users looking for detailed buying guides ahead of the holiday shopping season. The tool automatically pops up when users ask shopping-related questions and can generate guides based on budget, features, and who they’re shopping for. OpenAI said it takes a couple minutes to generate these detailed responses, while simpler queries still get regular ChatGPT answers. The company also confirmed that shopping research users will eventually be able to make purchases through its Instant Checkout feature introduced in September. However, OpenAI warned that the tool might make mistakes about product availability and pricing. The feature is rolling out to all logged-in ChatGPT users across Free, Go, Plus, and Pro tiers.
The AI Shopping Assistant Dream
Here’s the thing about AI shopping tools – they sound amazing in theory. Who wouldn’t want an assistant that does all the research for you? But I’ve seen this movie before. Remember when everyone thought chatbots would revolutionize customer service? Yeah, how’d that work out?
The timing is no coincidence either. Rolling this out right before the holiday shopping rush is pretty clever. But here’s my concern: shopping decisions often involve nuance that AI might miss. Like when you’re buying a gift for your four-year-old niece who loves art – sure, AI can suggest crayons, but will it understand that she specifically loves unicorns and hates the color green? Probably not.
The Trust Problem
OpenAI says the results are “organic” and based on publicly available retail websites. But what does “organic” even mean here? Are they getting paid for placements? The company says they won’t share user chats with retailers, which is good, but the whole setup feels… murky.
And that warning about potential mistakes around pricing and availability? That’s basically admitting the tool might give you outdated information. During holiday season when prices change hourly and inventory disappears in minutes, that’s a pretty big caveat. Imagine relying on this for a must-have toy that’s sold out everywhere – you could waste precious shopping time.
Where This Is Heading
This isn’t just about helping you shop – it’s about OpenAI building an entire commerce ecosystem. Instant Checkout plus shopping research equals them becoming the middleman between you and retailers. That’s a huge revenue opportunity if they can pull it off.
But let’s be real – shopping is emotional. It’s about trust, reviews from real people, and sometimes just browsing until something catches your eye. Can AI really replicate that experience? Or are we just getting a slightly smarter version of those “top 10 products” listicles that are basically disguised ads?
I’m skeptical, but curious to see how this plays out. If nothing else, it’s another step toward AI becoming embedded in every aspect of our daily lives – even how we choose what to buy.
