OpenAI has announced a major update to the search engine within ChatGPT. Users can now search for products and receive personalized recommendations directly in the chat. The new functionality enables people to discover products, view images, read reviews, and follow links to stores—all without leaving the interface.
OpenAI says users can ask “hyper-specific questions in natural language” and receive highly relevant results. This development is positioned as a step towards building a more user-friendly alternative to traditional search engines like Google. According to TechCrunch, the feature is currently being tested across categories such as fashion, cosmetics, home goods, and electronics.
The update is available to all ChatGPT users, including Pro, Plus, and even those using the free version without logging in. Notably, there are no ads in the search results. OpenAI highlights that this sets the service apart from standard search platforms.
No Ads, No Commission—Just Recommendations
Recommendations are generated based on structured data from OpenAI’s partners. The company does not earn a commission on purchases. As OpenAI puts it, “We do not sell priority placement or push advertising.”
CEO Sam Altman had previously expressed opposition to integrating advertising into ChatGPT. However, in a recent interview with media analyst Ben Thompson, Altman hinted at a possible shift. He mentioned the idea of affiliate commissions, but firmly ruled out paid priority placement in results. According to Altman, the goal is to “maintain a balance between usefulness and monetization.”
Expanding Tools and Features—More to Come
OpenAI also plans to introduce a memory feature connected to product search for Pro and Plus users. This tool would analyze previous conversations and deliver more personalized recommendations. However, due to regulatory constraints, users in the EU, UK, Switzerland, Norway, Iceland, and Liechtenstein won’t have access to it just yet, notes NIX Solutions.
As users type, ChatGPT now offers tooltips—similar to Google’s autocomplete. Additionally, a search feature has been launched in WhatsApp, allowing users to send queries and receive answers directly from the chatbot, powered by GPT-4o.
OpenAI reports that ChatGPT’s search tool is quickly gaining popularity. Last week alone, users made over a billion queries. The company sees this growth as a sign of increasing competition with traditional search engines, especially in online shopping. We’ll keep you updated as more integrations become available.