AsianFin -- OpenAI announced on Sunday that it will begin testing a shopping feature within its ChatGPT platform, marking the company's latest push to broaden the chatbot's capabilities.

The new feature will allow users to search for product information through ChatGPT, which will then generate product cards based on the query. However, purchases will not be completed within the app. Instead, users will be redirected to the retailer's website to finish their transactions.

Adam Fry, head of product for ChatGPT search, emphasized that the recommendations are organically generated and not influenced by advertising. "The search results are not sponsored content," Fry said, adding that OpenAI will collaborate with partners to ensure ChatGPT displays up-to-date pricing information.

The move underscores OpenAI’s ambition to turn ChatGPT into a multifunctional platform, as competition heats up in the AI and e-commerce integration space.