OpenAI's ChatGPT expands into e-commerce, taking on Google and Amazon

ChatGPT, the AI-powered chatbot developed by OpenAI, is expanding its capabilities into online shopping, a space long dominated by Google, Amazon, and traditional media review platforms, BBC News reported, 

The new feature will enable users to get personalised product recommendations, compare prices, read reviews, and access direct purchase links — all from within the chat interface. 

OpenAI clarified that the suggestions are not paid advertisements but are chosen independently using AI algorithms.

The company, which gained global attention in 2022 for revolutionising artificial intelligence, says this shopping update is part of a broader enhancement to its search tool. 

Since launching last year, that search function has become one of OpenAI’s fastest-growing features, facilitating over a billion queries just last week alone. 

Although Google still commands approximately 89% of global search traffic, OpenAI's recent moves indicate its growing ambition to become a serious player in online search and e-commerce.

The update also includes features like real-time sports scores and better source citations. With competitors like Amazon already introducing their generative AI shopping assistants and firms like Perplexity launching similar tools, OpenAI's move signals increasing competition in this field.

OpenAI stated the new shopping features will be made available to all users over the coming days. 

The company aims to streamline the online shopping experience by reducing the need to switch between multiple sites or apps. 

This direct integration of AI and commerce reflects a broader trend of AI increasingly shaping how people search, shop, and consume information online.