On Thursday, OpenAI announced the addition of shopping features to ChatGPT Search. The new feature allows users to search for products and purchase them through merchant websites after being redirected from the ChatGPT interface. Product placement is not sponsored, and the update affects all users, regardless of whether they've signed in to an account.

Adam Fry, ChatGPT search product lead at OpenAI, showed Ars Technica's sister site Wired how the new shopping system works during a demonstration. Users researching products like espresso machines or office chairs receive recommendations based on their stated preferences, stored memories, and product reviews from around the web.

According to Wired, the shopping experience in ChatGPT resembles Google Shopping. When users click on a product image, the interface displays multiple retailers like Amazon and Walmart on the right side of the screen, with buttons to complete purchases. OpenAI is currently experimenting with categories that include electronics, fashion, home goods, and beauty products.

Product reviews shown in ChatGPT come from various online sources, including publishers and user forums like Reddit. Users can instruct ChatGPT to prioritize which review sources to use when creating product recommendations.

Unlike Google's algorithm-based approach to product recommendations, ChatGPT reportedly attempts to understand product reviews and user preferences in a more conversational manner.  If someone mentions they prefer black clothing from specific retailers in a chat, the system incorporates those preferences in future shopping recommendations.