[DigitalToday reporter Jinju Hong] OpenAI has significantly strengthened ChatGPT's shopping features in a recent update. It offers a visual browsing experience focused on images and comparisons, moving away from text-based search. A key feature is an interface that feels like browsing a real online store rather than a simple list of links. Each product comes with an image, a brief description and reasons for the recommendation. The ability to compare multiple products intuitively has also been enhanced.

In related coverage, IT outlet TechRadar on March 26 (local time) introduced five prompts for using ChatGPT like a personal shopping assistant across different situations.

First is a practical request. For example, if a user enters, "Recommend a stylish backpack I can carry every day," ChatGPT provides image-based recommendations grouped by style rather than a simple list. Users can grasp a product's design and overall feel at a glance, making the experience closer to making a choice than running a search.

Personalised recommendation features have also been strengthened. For requests such as "a birthday gift for someone who loves cooking," themed items such as a cast-iron frying pan, a blanket and a spice set are presented with images, and each item is described in an emotive way in terms of what situations it suits. Recommendations focus on usage context rather than simple specifications.

Comparison features have also improved. For example, if a user asks to compare Sony and Bose wireless headphones, ChatGPT provides comparison information with images summarising key factors such as battery life, comfort and portability. This makes it easier to grasp differences more intuitively than with existing text-based comparisons.

A feature that recommends combinations of multiple products also stands out. If a user requests a "simple home coffee setup," matching products such as a coffee machine, grinder and mug are suggested like a single set. It goes beyond simple recommendations by expanding into proposing a full configuration.

Discovery-style shopping has also been enhanced. For requests such as "Recommend interesting gadgets under $50," products that can be used in everyday life, such as lighting, a small desk vacuum and cable organisers, are introduced with images. Adding visual elements helps draw interest even to products that users might otherwise overlook.

In the industry, the update is being assessed as a "shift from search to curation." The view is that ChatGPT is evolving beyond providing simple information into a "decision support tool" that reflects users' tastes and situations.

The change, which combines visual browsing with conversational recommendations, is drawing attention as an example that shows the direction of future online shopping experiences.