Global AI Leader OpenAI Unveils Conversational Shopping Assistant

OpenAI, the artificial intelligence research and deployment company, announced on Monday, 24 November 2025, the global rollout of a new 'Shopping Research' feature within its popular ChatGPT service. The tool, designed to act as a personal shopping assistant, is now available to all logged-in ChatGPT users on both free and paid plans across its web and mobile applications. In a move to encourage adoption during the peak retail season, OpenAI is offering "nearly unlimited usage" throughout the holidays.

How the AI Shopping Feature Works

The Shopping Research tool transforms product discovery from a keyword-based search into an interactive conversation. Users can describe what they are looking for in natural language, such as "Find the best noise-cancelling headphones for under KES 25,000" or "I need a gift for a child who enjoys art." ChatGPT then initiates a dialogue, asking clarifying questions about budget, features, and personal preferences to refine the search. The system leverages a specialized variant of the GPT-5 mini model, specifically trained for shopping tasks, to conduct in-depth research across the internet. It analyzes product pages, specifications, trusted reviews, and other high-quality sources to gather up-to-date information on pricing, availability, and features. The result, delivered within minutes, is a personalized buyer's guide that presents top product recommendations, compares their key differences, and outlines potential trade-offs. Users can interactively guide the process by marking suggestions as "Not interested" or requesting "More like this."

Implications for Kenya's E-commerce Landscape

While OpenAI has not announced specific initiatives for Kenya, the global launch of such a powerful tool has significant potential implications for the nation's burgeoning e-commerce sector. Kenya is Africa's third-largest e-commerce market, with revenue projected to reach US$922.10 million in 2025 and digital penetration expected to exceed 53.6%. The local market is characterized by a mobile-first consumer base and the dominance of mobile money platforms like M-Pesa, which have been pivotal in building trust in online transactions. The introduction of sophisticated AI-driven recommendation engines like ChatGPT's Shopping Research could further accelerate this growth. For Kenyan consumers, it offers a new, more intuitive way to navigate both local and international online stores, potentially simplifying complex purchasing decisions for electronics, appliances, and other detail-heavy categories. Local e-commerce platforms like Jumia and Kilimall already utilize AI for product recommendations and logistics. The widespread availability of an advanced tool like ChatGPT's could push the industry towards greater personalization and more sophisticated customer engagement strategies to remain competitive.

The Future of AI-Powered Commerce

OpenAI has also signaled its future ambitions with plans for an "Instant Checkout" feature, which will allow users to purchase products directly within the ChatGPT interface. The company has already begun rolling this out in the United States through partnerships with platforms like Etsy and Shopify. This move positions ChatGPT not just as a research tool but as a direct competitor to traditional e-commerce marketplaces and search engines. For Kenyan businesses, particularly the growing number of merchants on platforms like Shopify, this could eventually open up a new, conversational sales channel. However, adoption in the Kenyan market will face unique challenges, including the need for integration with local payment gateways and addressing data privacy concerns as outlined in Kenya's Data Protection Act. While OpenAI assures users that chats are not shared with retailers and results are organic, the increasing integration of AI in commerce underscores the growing importance of robust data protection frameworks. For now, the Shopping Research tool directs users to the retailer's website to complete a purchase. The company has stated that while the tool may make mistakes regarding details like price and availability, it is designed to prioritize high-quality, trustworthy websites. FURTHER INVESTIGATION REQUIRED on specific timelines for broader Instant Checkout availability.