OpenAI has introduced new shopping features to its web search tool within ChatGPT, enhancing the online shopping experience for users. Announced on Monday, the update will enable ChatGPT to provide recommendations, display product images and reviews, and include direct links to purchase pages when users search for items. The company emphasizes that users can ask specific questions in natural language and receive tailored responses, initially focusing on categories such as fashion, beauty, home goods, and electronics. Starting on Monday, the shopping upgrade will be rolled out to GPT-4, the default AI model for ChatGPT, and will be available to all types of users: Pro, Plus, Free, and even those not logged in. This move is part of OpenAI's broader strategy to compete with Google, aiming to offer a more personalized and efficient way to find products and information online. Google has a significant stake in the online shopping market, yet the proliferation of paid advertisements in Google Search has led to a decline in user satisfaction with the service. According to OpenAI, the new shopping feature saw over a billion web searches conducted in ChatGPT last week alone, underscoring the rapid growth and popularity of its search capabilities. OpenAI assures users that the shopping results are determined independently and are free from advertising. The recommendations will be based on structured metadata from third parties, including pricing, product descriptions, and reviews, and OpenAI will not earn commissions from purchases made through the chatbot. Sam Altman, CEO of OpenAI, has traditionally been wary of incorporating ads into ChatGPT. However, in a recent interview with Ben Thompson of Stratechery, Altman indicated a potential shift in stance. He stated that while OpenAI might charge affiliate fees for purchases made through ChatGPT, it would avoid selling priority placements to maintain the integrity of the search results. To further personalize the shopping experience, OpenAI plans to integrate its memory feature for Pro and Plus users. This integration will allow ChatGPT to reference past conversations to provide more customized recommendations. However, these memory features will not be accessible to users in the EU, U.K., Switzerland, Norway, Iceland, and Liechtenstein due to regulatory concerns. Another notable enhancement includes the addition of trending searches, similar to Google's autocomplete feature, which will appear as users begin typing their queries. Moreover, the updated ChatGPT search functionality is now available on WhatsApp, enabling users to seek real-time information and product recommendations through the messaging platform. This shopping upgrade builds on OpenAI's earlier efforts, such as the Operator platform, which could take several minutes to browse multiple web pages and find relevant products. In contrast, the new feature offers a quicker, more interactive experience, maintaining the ability to handle natural language queries. Through these updates, OpenAI aims to revolutionize how users interact with online shopping, making the process more seamless and user-friendly. The integration of advanced features and the commitment to transparency and independence in search results demonstrate the company's dedication to improving user experiences while remaining competitive in the tech landscape.