Shopping with ChatGPT: a new era for shopping assistance?

OpenAI turns ChatGPT into an intelligent shopping assistant. It's discreet, but it's probably one of the most concrete developments in generative AI in our daily lives. What if shopping became as easy as a chat?

A game-changing feature

Since April 2025, ChatGPT integrates a shopping feature which allows you to:

• Search for products in natural language (e.g.: What is the best robot vacuum cleaner for under $300?)
• Compare options with visuals, notes, pros/cons
• Explore personalized recommendations based on trusted sources like Reddit, editorial articles, and customer reviews

All without ads or sponsored results. A detail that makes a difference.

A conversational shopping experience

The idea is not to replace Amazon or Google Shopping, but to offer a smart filter between you and infobesity.

For example, by simply asking ChatGPT a question:
“What are the best Bluetooth earbuds under $150?”

... you get a legible, synthetic selection, with a real Cognitive time savings. No need to open ten tabs, cross fifteen comparators or drown yourself in comments.

What changes for the user

• Less friction in decision making
• Easier access to objective and subjective criteria
• A tool that can be used even without an account (available on web, iOS and Android)

What ChatGPT doesn't (yet) do:

• Process transactions directly
• Integrate delivery times or return policies
• Propose offers in real time (it's informative, not transactional)

One more step towards AI that is useful in everyday life

This feature illustrates a paradigm shift: AI does not replace, it guides, synthesizes and helps to decide.

And we live by this principle every day at Strat37.

We think that The true value of AI, it is its ability to:

• Simplifying access to information
• Help sort the useful from the superfluous
• Accelerate business and personal decision-making

In summary

Shopping with ChatGPT, it's not just a new gimmick. It is a strong signal on the evolution of AI assistants towards more utility, context, and conversational intelligence.