ChatGPT's New Shopping Feature: Efficient but Not Tailored for Picky Shoppers

OpenAI recently introduced a new shopping feature for ChatGPT, allowing users to seek product recommendations across various categories including fashion, electronics, and home goods. Unlike Google Shopping, which relies on sponsored links, ChatGPT’s listings are not paid placements and are instead curated based on user preferences and online reviews. To test the feature, I started by asking ChatGPT for the best headphones under $500 USD. The AI provided a detailed breakdown, categorizing options into best wireless noise-canceling headphones, best audiophile and studio headphones, and budget-friendly picks. A “Top Picks Summary” helped streamline the information, with the Sony WH-1000XM5 topping the list as the "Best Overall." However, initial responses lacked specific purchasing details, requiring a follow-up query to get live prices and retailer links in my location, Singapore. ChatGPT also suggested a competitor, the Bose QuietComfort Ultra, and I requested a detailed comparison. The AI delivered a comprehensive analysis, covering aspects like noise cancellation, fast-charging capabilities, and comfort. While the information was accurate and detailed, it lacked transparency on its sources, such as subjective assessments of comfort. Next, I tested the feature with running shoes, a highly personal category. I asked for recommendations under $200, and ChatGPT presented a solid list featuring models from Nike, Brooks, Hoka, ASICS, and New Balance. Despite refining the search to include my preference for neutral pronation, ChatGPT’s suggestions remained consistent, offering brief notes on each shoe’s strengths. A side-by-side comparison between the Brooks Ghost 16 and Hoka Clifton 9 highlighted features like cushioning and ride feel, but crucially, lacked visual representation. This omission was significant for a visually-driven product like running shoes. Overall, while the new feature excels in gathering and summarizing information efficiently, it falls short in areas important to picky shoppers. Google Shopping, despite its paid ads, offers a more engaging and visually rich experience, complete with user reviews that can be more relatable and helpful. For items like running shoes, where appearance and personal fit are paramount, traditional methods still seem superior. Industry insiders view this feature as a significant step forward in integrating AI into daily life, albeit with areas needing refinement. They laud ChatGPT's ability to swiftly curate detailed information but note the importance of user customization and visual engagement for enhancing the shopping experience. OpenAI, known for its cutting-edge research and development in artificial intelligence, continues to refine its offerings to meet diverse user needs. This new addition to ChatGPT demonstrates OpenAI’s commitment to expanding the utility of conversational AI, potentially paving the way for more advanced and personalized shopping tools in the future. However, the feature currently seems more suited to users who value efficiency and breadth of information over the nuanced, tactile aspects of online shopping.