OpenAI has just upgraded ChatGPT with interactive shopping features that let users search, compare, and buy products directly in the chat. This transforms the chatbot into a smooth shopping assistant, integrating product suggestions, reviews, and a streamlined checkout process—all without ever opening a browser tab.
The company also unveiled “Operator,” a GPT-4o-based AI agent capable of navigating the web like a human. It can fill out forms, complete purchases, and perform tasks autonomously on various e-commerce sites. This experimental feature is now being tested by ChatGPT Pro users in the United States, hinting at a much broader rollout ahead.
OpenAI is working with Shopify to take things further. Users will soon be able to browse Shopify merchant inventories directly in ChatGPT, complete with real-time pricing, ratings, delivery options, and in-chat purchasing. This is set to drastically reduce the friction of online shopping while increasing impulse buys for merchants.
To make the experience even more personalized, ChatGPT will use users’ past interactions and preferences to recommend products. The goal is to build a shopping assistant that truly understands your tastes and needs, making each session feel more like a chat with a helpful friend than a cold algorithm.
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