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OpenAI has introduced a new feature that enables ChatGPT to assist users with online shopping, further stepping up its competition with Google, which is currently under scrutiny over its dominance in the search market.
The latest upgrade, announced on Monday, allows users to search for products and receive comparisons through a conversational interface, reinforcing ChatGPT’s growing role as an alternative to traditional search engines.
“Search has become one of our most popular and fastest growing features, with over 1 billion web searches just in the past week,” OpenAI stated on X (formerly Twitter).
With the new tool, users can ask about products in categories such as fashion, beauty, and home electronics, get personalised suggestions, and be redirected to merchants for purchases. The company stressed that these recommendations are based on real-time web information rather than paid ads.
“Instead of scrolling through pages of results, you can simply start a conversation,” OpenAI said, highlighting the ability to ask follow-up questions and compare options.
The move comes as Google adapts its own search experience to meet rising AI-driven competition, including incorporating responses from its Gemini AI assistant above regular search links.
Tensions between the two tech giants heightened recently when an OpenAI executive suggested the company might consider acquiring Google Chrome if regulators force its sale in the ongoing US antitrust case.
