OpenAI has officially entered the online shopping landscape with an exciting new feature added to its popular AI platform, ChatGPT. Announced on Monday, users can now request product recommendations directly from the ChatGPT interface and receive comprehensive results that include images, reviews, and direct purchasing links.

Adam Fry, the head of ChatGPT's search product team, showcased this innovative functionality in a pre-launch demonstration for Wired. According to Fry, the AI will generate a curated list of products tailored to individual users preferences, combining its memory of previous interactions with data gleaned from various online reviews. Once users select a product, they are redirected to the respective retailer's website for purchase.

This feature aims to cover a variety of shopping categories, including fashion, electronics, and home goods, making it a versatile tool for different types of consumers. Notably, Fry pointed out a significant difference from traditional shopping platforms: unlike Google Shopping, which often features sponsored links, the product listings generated by ChatGPT are not influenced by paid placements.

In an attempt to gauge the effectiveness of this new feature, a reviewer put ChatGPT to the test to see if it could streamline the shopping experience. As an audiophile, they began their inquiry with a request for the best headphones available for under $500 USD.

The response was thorough and well-structured, categorizing options into segments such as the best wireless noise-canceling headphones, audiophile-grade models, and budget-friendly choices. Among the highlighted options was the Sony WH-1000XM5, which received accolades from users.

However, when the reviewer sought details on where to purchase these headphones at the best price, ChatGPT came through with current pricing and retailer links specific to Singapore, where the reviewer resides. Additionally, the AI recommended a competing model, the Bose QuietComfort Ultra, prompting the reviewer to further inquire about the differences between the two models.

The resulting side-by-side comparison provided by ChatGPT was reminiscent of high-caliber tech blogs, detailing features such as noise cancellation effectiveness and quick-charging capabilities. Nevertheless, the reviewer expressed some concern over the sourcing of the information. While objective details were shared, such as Boses "plush cushioning" and Sony's use of "synthetic leather," the reviewer found the lack of clarity on how these comfort levels were determined problematic.

The next test involved running shoes, an area where the reviewers passion was evident. After specifying their need for running shoes suitable for easy, short-distance runs under $200, ChatGPT provided a commendable list of options, including Nike Air Zoom Pegasus 41 and Brooks Ghost 16, among others. However, the reviewer noted the absence of personal favorites like the Adidas Ultraboost.

Upon refining the search with additional details about being a neutral pronatora term that describes a specific foot movement during runningChatGPT maintained the same list but added brief notes about each shoe's strengths. When asked to compare the Brooks Ghost 16 with the Hoka Clifton 9, the AI again delivered a comprehensive breakdown of features.

Despite the detailed descriptions, the reviewer highlighted a notable shortcoming: the lack of accompanying visuals. For someone who values aesthetics in footwear, the absence of detailed images was a drawback, as they preferred to examine the visual design of shoes before making a decision.

In a comparison between the ChatGPT shopping experience and traditional Google searches, the reviewer expressed a clear preference for the latter. While Google Shopping may feature sponsored ads, it also offers a plethora of images, colors, and user-generated content that enriches the shopping experience. The raw and relatable nature of user reviews often provides insights that professional reviews cannot.

While ChatGPT excels in compiling and summarizing information, the reviewer concluded that a dedicated AI platform for shopping might enhance the overall experience. Ultimately, the reviewer acknowledged their inclination toward conventional shopping methodsresearching products online but preferring to visit stores for firsthand assessments.