ChatGPT's new shopping research tool is fast, fun, and free - but can it out-shop me?

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ZDNET's key takeaways

• OpenAI released a shopping research feature in ChatGPT. 
• The experience helps you find products and deals. 
• It is rolling out on mobile and web for all logged-in ChatGPT users. 

The holiday season is upon us, and the biggest shopping event of the season, Black Friday, is just a few days away. In response, OpenAI launched a new feature in ChatGPT designed to help you with your shopping tasks -- for free.

While the company has previously launched AI agents focused on automating the order-placing process, such as OpenAI Atlas and Instant Checkout, shopping research focuses on helping you find what you want to purchase in the first place, acting as an "expert personal shopper." 

Also: Best Black Friday deals 2025: 55+ deals on TVs, laptops, streaming, and more

Similar to Deep Research, when prompted ...