On Monday, OpenAI unveiled an upgrade to ChatGPT's search functionality, enabling users to browse and shop for products directly within the chatbot.

What Happened: The new feature delivers tailored product suggestions complete with images, pricing, user reviews and direct purchase links across categories like fashion, beauty, electronics and home goods.

The shopping feature is part of the GPT-4o model and is available to all users globally, whether they are on the free tier, subscribed to Pro or Plus plans, or even using the platform without logging in.

OpenAI said that shopping results will be independently curated, relying on structured data from trusted third-party sources, rather than paid promotions.

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“It will take a few days to complete the rollout,” the company stated.

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Why It's Important: The move comes as OpenAI seeks to challenge Alphabet Inc.'s (NASDAQ:GOOG) (NASDAQ:GOOGL) dominance in search by offering a more user-centric alternative to Google's ad-driven results.

Earlier this month, during testimony at the Department of Justice's antitrust trial against Google in Washington, OpenAI executive Nick Turley said the company had tried to partner with Google to improve ChatGPT's search capabilities.

However, Google declined, citing the involvement of too many competitors, according to an email presented at trial.

OpenAI has also secured $40 billion in funding, boosting its valuation to $300 billion. The round received significant support from SoftBank Group (OTC:SFTBF) (OTC:SFTBY), Microsoft Corporation (NASDAQ:MSFT), and other leading investors.

Research firm PitchBook notes that this is the largest funding round ever recorded, nearly doubling OpenAI’s previous valuation of $157 billion.

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Disclaimer: This content was partially produced with the help of Benzinga Neuro and was reviewed and published by Benzinga editors.