Meta Reportedly Testing AI Shopping Research Tool to Take on ChatGPT and Gemini

AI assistants have changed drastically over time. They don’t just help you with multiple tasks, but also help make shopping decisions these days. Speaking of which, OpenAI introduced a dedicated shopping assistant inside ChatGPT ahead of last year’s Black Friday season.

New AI Shopping Research tool reportedly appears on the Meta AI web platform

Around the same time, Google expanded shopping capabilities within Gemini. Now, it’s Meta, which is reportedly making a deeper push into online shopping. The news comes via Bloomberg, which reported that Meta is quietly testing an AI Shopping Research tool to take on rivals like ChatGPT and Gemini.

Per the report, the feature is currently limited to desktop users who access the Meta AI web platform. Select users can see a new “Shopping research” button inside the query box, hinting at the tool’s experimental status.

When users ask for product recommendations, the shopping research tool generates a carousel of product images, pricing details, and direct links to external e-commerce websites. It also includes short explanations outlining why specific items were suggested.

If the system has access to certain user data, such as gender or location, it can provide personalized recommendations accordingly. That personalization appears to be central to Meta’s broader AI strategy. However, purchases can’t be completed within the interface itself. Users must click through to third-party retailers to finalize transactions. That also means that Meta is positioning the tool as a research assistant rather than a checkout platform.

While still early, Meta’s experiment hints at a future where AI tools become the first stop before consumers even open an online shopping platform.