ChatGPT enters online shopping in bold challenge to Google

[WORLD] OpenAI has introduced a new feature that enables ChatGPT to assist users in finding products online, marking a significant step in its ongoing push to challenge Google’s dominance in the search market.

The announcement comes as global regulators intensify scrutiny of Google’s control over online search. In the U.S., the Department of Justice recently wrapped up a high-profile antitrust trial examining the tech giant’s alleged anti-competitive behavior. By incorporating shopping capabilities into its conversational AI, OpenAI is positioning ChatGPT as a compelling alternative, offering users a more natural and interactive search experience.

This latest development continues to blur the lines between AI-driven chatbots and traditional search engines, underscoring OpenAI’s ambition to disrupt a sector that Google has long commanded.

Industry experts say ChatGPT’s entry into product discovery could also shake up the e-commerce landscape. Unlike traditional search platforms that depend heavily on keyword matching, ChatGPT leverages natural language processing to interpret complex queries, suggest relevant items based on conversational cues, and deliver tailored recommendations—features that could benefit both consumers and retailers.

“Search has become one of our most popular and fastest-growing features, with over a billion web searches just in the past week,” OpenAI stated in a post on X.

The growing adoption of ChatGPT for search reflects evolving user behavior, particularly among younger generations. A recent Pew Research survey found that 40% of Gen Z internet users have used AI chatbots to look up information—an emerging trend that may threaten Google’s long-standing leadership in the space.

Still, OpenAI faces significant obstacles in scaling its shopping feature. Challenges include ensuring the accuracy of product suggestions and forging partnerships with retailers. Unlike Google, which benefits from decades of search indexing and an established advertising infrastructure, ChatGPT must prove its ability to deliver real-time, reliable results while maintaining user trust.

Despite these headwinds, OpenAI’s expansion into search illustrates a broader strategy to extend ChatGPT’s functionality beyond content generation. Speculation around a potential alliance with a major e-commerce player suggests the company may be positioning itself as a serious contender in the digital shopping arena.