OpenAI has announced enhancements to ChatGPT’s web search functionality, aiming to transform the AI chatbot into a more effective shopping assistant.
While users have already turned to ChatGPT for product research, it previously struggled to present current prices or visual content. Adam Fry, OpenAI’s lead for ChatGPT’s search product, explained to Technology News that the latest updates aim to generate more informative results by displaying product cards with images, prices, and star ratings, all in a user-friendly format.
Fry emphasized that the recommendations provided by ChatGPT are purely organic, featuring no advertising or sponsored content. OpenAI collaborates with partners to ensure the prices displayed are current, although details regarding these partners remain undisclosed, as noted by spokesperson Taya Christianson.
During a demonstration within a web browser, Fry showcased ChatGPT’s capabilities using the search query “best espresso machines under $200 that are great for making lattes and nice for small counter space.” The chatbot provided three top selections, complete with product cards and additional textual details.
Clicking on a product card reveals a sidebar similar to Google Shopping, which offers further information on purchasing options and user reviews sourced from sites like Amazon, Best Buy, and Reddit. Users can also interact with a “Ask about this” button to pose specific questions regarding the product to ChatGPT.
Fry addressed similarities between the new sidebar and Google, stating OpenAI aimed for the overall experience to resemble ChatGPT. However, he acknowledged that users prefer structured information, particularly with familiar visual cues such as prices and images.
Curious about how ChatGPT would manage a product query for the yet-to-be-released Nintendo Switch 2, I asked Fry for a demonstration. The search results were less satisfactory.
ChatGPT noted the widespread “rapid sellouts” among retailers, naming Nintendo’s My Nintendo Store as one such example, despite sales having yet to commence. It also mentioned some listings from “third-party sellers and specialized retailers,” including a $710 eBay listing and a less-known platform named “Store Collectibles,” which was difficult to verify through a typical search. This instance serves as a reminder that users should cross-verify the information provided by generative AI tools.
The updated shopping features will begin rolling out to ChatGPT users today, including those on Plus, Pro, Free, and even logged-out users, according to Christianson.
OpenAI first launched its integrated search engine within ChatGPT back in October, and Fry reported that the platform has seen 1 billion web searches conducted in the past week alone.
Additionally, OpenAI has introduced a feature allowing users to message or call 1-800-CHATGPT via WhatsApp to receive answers from ChatGPT, similar to calling the same number from a phone. Further updates include enhanced citation features and improvements in trending searches and autocomplete functionalities within ChatGPT’s search capabilities.
Update, April 28th: A video from an X post and additional details about ChatGPT’s search updates have been appended.
