ChatGPT just launched shopping recommendations

Here’s what that means for AI + Marketing

May 01, 2025

OpenAI quietly introduced a new feature inside ChatGPT: shopping recommendations. Right now, it's available to Pro users running GPT-4 Turbo—and while it might look like a small update, it signals a massive shift in how marketing will work in an AI-first world.

Let’s unpack what it means, why it matters, and how to get ahead of it.

What Is It? When you ask ChatGPT for product ideas or gift suggestions, it now offers curated shopping recommendations—complete with links, summaries, and side-by-side comparisons. Think: "What are the best running shoes for flat feet?" or "I need a birthday gift for a 10-year-old who loves science."

Instead of vague suggestions, you get detailed results with actual product links.

And here’s the big thing: this isn’t ad-driven. Yet.

OpenAI says these recommendations are pulled from sources like Shopify, but no one is paying for placement. That will almost certainly change.

Why This Matters This is more than just a shopping widget. It’s a preview of AI becoming the front door of commerce.

Right now, people turn to Google, Amazon, YouTube, or TikTok to search, compare, and decide. But increasingly, they’re asking AI directly. And the AI is learning fast.

ChatGPT isn’t just returning links. It’s:

Filtering noise
Summarizing reviews
Matching product features to your exact request

In other words, it’s becoming the decision layer between you and every product on the internet.

If your product or brand isn’t in that layer? You may not exist to the buyer.

What It Means for AI + Marketing Strategies

Whether you’re running a Shopify store, managing an Amazon brand, or selling courses, this feature should raise your eyebrows. Here’s how to think about it:

1. SEO Will No Longer Be Just for Google

Start optimizing for AI recommendations. This means:

Clear product benefits
Niche positioning
Clean, crawlable descriptions

2. Prompt Engine Optimization Will Matter

What questions do your ideal customers ask that lead to your product? Start mapping them.

Prompts like:

"What’s the best protein powder for women over 40?"
"Gift ideas for someone who just got into gardening"

If ChatGPT is answering these, you want your brand showing up.

3. Trust Signals Are Everything

AI tools will favor products with social proof, detailed descriptions, and strong third-party validation.

Make sure you have:

Verified reviews
Articles or mentions on high-authority sites
User-generated content that backs up your claims

4. The Buy Button is Moving

In the future, consumers won’t scroll Google or Amazon for 20 minutes. They’ll ask AI. And if the AI gives a good enough answer, they’ll click.

If you’re not positioned to be that click—you’re out of the running.

What You Can Do Right Now Want to stay ahead? Start experimenting with prompts like these:

I sell [Insert Product or Service]. Help me understand what types of customer questions could lead someone to buy this.

Then: Write a few sample answers ChatGPT might return, so I can see how to position my brand.

Act like a product recommendation engine. Someone is looking for [Insert Niche Need or Customer Type].

What kind of products would you recommend, and why? Is mine a good fit?

My product: [Insert product description or benefits].

As a marketing strategist, analyze what information AI models like ChatGPT use to make product recommendations.

What can I do to make my product more likely to be included?

The Bottom Line This feature is small. But the signal is big.

AI is becoming the middle layer between people and the products they choose. If you're not thinking about how your product shows up in that conversation, you’re already behind.

Now is the time to:

Test how your product appears in ChatGPT recommendations
Rework your messaging so it maps to real questions
Align your marketing to meet the moment