On Monday, OpenAI announced enhancements to ChatGPT’s web search capabilities, aiming to improve the online shopping experience by offering personalized product recommendations complete with images, reviews, and direct links to purchase.
The company, which ignited the global AI boom in 2022, introduced its search tool last year. Since then, it has quickly become one of OpenAI’s most popular and fastest-growing features, recording over one billion web searches in the past week.
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According to OpenAI, the goal of the latest update is to make it “faster to find, compare, and buy products.” The company emphasized that product selections are made independently and are not paid advertisements. The feature will roll out to all users over the coming days.
While Google remains the dominant force in online search, commanding roughly 89% of global traffic based on analyst estimates, its market share has been gradually eroding in recent months.
By integrating shopping directly into its search capabilities, OpenAI is moving into more direct competition not only with Google but also with other platforms that provide product reviews and shopping advice.
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Other companies are also expanding their AI-driven shopping tools. Amazon launched its own generative AI shopping assistant last year, and rival AI firm Perplexity has introduced a similar feature.