OpenAI Adds Shopping to ChatGPT in a Challenge to Google

OpenAI is launching a shopping experience inside of ChatGPT, complete with product picks and buy buttons. WIRED spoke with Adam Fry, the company's search product lead, to ask how it all works.

OpenAI announced today that users will soon be able to buy products through ChatGPT. The rollout of shopping buttons for AI-powered search queries will come to everyone, whether they are a signed-in user or not. Shoppers will not be able to check out inside of ChatGPT; instead they will be redirected to the merchant’s website to finish the transaction.

In a prelaunch demo for WIRED, Adam Fry, the ChatGPT search product lead at OpenAI, demonstrated how the updated user experience could be used to help people using the tool for product research decide which espresso machine or office chair to buy. The product recommendations shown to prospective shoppers are based on ...