ChatGPT has introduced a new feature called shopping research, designed to streamline the product discovery process. Instead of browsing multiple websites, users can describe what they need—like finding a quiet cordless stick vacuum or comparing bikes. The tool responds by asking clarifying questions, pulling information from reliable sources, and leveraging past user interactions to create personalized buying guides in just a few minutes. This feature is particularly useful for detailed decisions in categories like electronics, beauty, and home appliances. For straightforward queries, the regular ChatGPT response works well, but for complex comparisons and trade-offs, shopping research offers a more thorough analysis. The feature is accessible on both mobile and web for logged-in users across various subscription plans, with expanded usage available through the holiday season. Users can guide the research process, providing feedback on product suggestions. After a brief period, ChatGPT delivers a customized buyer’s guide that outlines key product differences and trade-offs. Currently, users can click through to retailer sites for purchases, with future plans for direct transactions through ChatGPT. This capability adds a layer of convenience, especially during shopping seasons like Black Friday.