ChatGPT Search, OpenAI’s AI-powered competitor to Google Search, is getting enhanced shopping features, including the ability to search for products, compare options and buy directly within ChatGPT, the company said in a press release Monday.
Users will see personalized recommendations, visual product details, pricing and product reviews. As with other ChatGPT queries, ChatGPT Search will, in the coming weeks, retain memory of users’ past shopping experiences and consider context from past conversations to help tailor a personalized experience.
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ChatGPT Search will also provide direct links for products. This shopping experiment will include products in fashion, beauty, home goods and electronics, expanding the shopping categories as it learns more. OpenAI says it doesn’t make any affiliate revenue.
This feature is available to all ChatGPT users, including ones not logged in, via the GPT-4o model. OpenAI said the changes are now available in 4o, and beginning to roll out as of Monday to ChatGPT Plus, Pro, Free and logged-out users.
A representative for OpenAI didn’t immediately respond to a request for comment.
(Disclosure: Ziff Davis, CNET’s parent company, in April filed a lawsuit against OpenAI, alleging it infringed Ziff Davis copyrights in training and operating its AI systems.)
Status of search
Online search is big business, and Google is currently the king of search, with 89.74% market share, according to Statcounter. With the launch of ChatGPT in late 2022, more people have been turning to AI chatbots to satiate their online search demand.
Where traditional online searches rely on keywords and users filtering through sites to find the information they want, AI chatbots allow users to directly ask questions and get complete answers in the process.
Last year, OpenAI launched ChatGPT Search, a version of its AI chatbot that also searches the internet for up-to-date information. There are other players in the AI-powered online search game, including Perplexity and You.com. Google has also added AI into its core search product with AI Overviews, an experience that’s still producing incorrect information.
Google remains highly popular, seeing about 14 billion searches per day. While ChatGPT is seeing 500 million active weekly users, its popularity still pales in comparison to Google’s. Currently, Google is pulling in 373 times more searches than ChatGPT, according to SparkToro.
Search brought in $198 billion in revenue last year, thanks to ads and shopping recommendations placed against user queries. If OpenAI does aggressively monetize shopping recommendations in the future, it could eat away at Google revenues, as well as revenues from sites that make money from reviewing and recommending products.
ChatGPT Search is getting some other improvements as well. WhatsApp users can now send messages directly to ChatGPT within the app. It’s a peculiar integration considering WhatsApp owner Meta already has MetaAI baked into its apps. ChatGPT Search will also allow users to see trending search topics.
The regular version of ChatGPT is seeing improved citations as well, with the ability to cite multiple sources.