OpenAI Deepens ChatGPT Shopping Capabilities With GPT-4o, Memory Integration, and Intent-Driven Search

• GPT-4o Powers Default ChatGPT Shopping Experience Across ChatGPT:

  The enhanced shopping interface now runs on GPT-4o, OpenAI’s most advanced multimodal model, and is active for Pro, Plus, Free, and logged-out users globally. This rollout boosts interaction quality and speed, setting a new standard for intuitive product discovery.

• Visual Cards With Natural Language Search:

  ChatGPT responds to specific, conversational queries (e.g., “best noise-cancelling headphones under $200”) with curated product cards that include:

  • Price and seller (e.g., Amazon, Walmart)

  • Reviews and star ratings

  • Images

  • Summary of pros/cons

    A sidebar opens when cards are clicked, offering additional context, review highlights, and a “Ask about this” button for follow-up questions.

• Structured Metadata, Not Ads:

  ChatGPT shopping results are sourced via structured third-party metadata and not influenced by paid placements. OpenAI reiterated that it does not take commissions or affiliate revenue at this stage. CEO Sam Altman, however, has publicly signaled openness to “tasteful” advertising or affiliate fees in the future—without allowing sponsored ranking manipulation.

• Memory-Driven Personalization for Returning Users (Except EU/EEA):

  Memory integration allows ChatGPT shopping feature to recall previous shopping chats, preferences (e.g., favored retailers, sizes, colors), and tailor future product recommendations accordingly. This feature is currently disabled for users in the EU, U.K., Switzerland, Norway, Iceland, and Liechtenstein due to regulatory constraints.

• Expanded Discovery Features – Autocomplete + Trending Queries:

  Like Google Search, ChatGPT now shows autocomplete suggestions and trending searches when users begin typing, making the shopping journey faster and more discovery-driven.

• WhatsApp Integration Enhances Mobile Access:

  ChatGPT shopping support now extends to WhatsApp, where users can message or call 1-800-CHATGPT to get product suggestions or answers—merging mobile convenience with conversational AI.

• Merchant Access via OAI-SearchBot + Feed Submissions Coming Soon:

  OpenAI has deployed a dedicated web crawler, OAI-SearchBot, to index public content for use in ChatGPT Search (not for model training). Merchants are encouraged to avoid blocking it via robots.txt and can track traffic using the utm_source=chatgpt.com tag.

  A feed submission system is also in development, allowing retailers to push accurate, structured listings directly into ChatGPT across verticals like electronics, fashion, and home goods.

• Comparison to OpenAI’s Operator Agent:

  ChatGPT’s new shopping mode differs from the previously tested “Operator” AI agent (which scoured the web for product links more slowly). This new model is faster, more hands-on, and designed for near-instant product comparison in real-time conversations.

• 1 Billion Searches in One Week:

  OpenAI confirmed that ChatGPT processed over 1 billion web searches in a single week, highlighting its surge in adoption and mounting competition against search incumbents like Google.

• Accuracy Limitations in Preorders and Unreleased Items:

  As previously observed, ChatGPT occasionally provides speculative or incorrect listings (e.g., preorders for the unreleased Nintendo Switch 2). Users are advised to validate such entries independently.

Why This Matters:

OpenAI is actively redefining digital commerce by merging intent-based search, conversational AI, and visual results, all within a non-advertising-driven framework. The GPT-4o-powered updates turn ChatGPT into a faster, smarter shopping guide that understands nuance, remembers preferences, and works across devices including WhatsApp. For merchants, this is a crucial new channel to capture attention without competing in auction-based ad systems. For users, it marks a shift toward trust-first product discovery, although monetization models may evolve soon.