September 16, 2025 — Improvements to search in ChatGPT
Factuality:Fewer hallucinations, improving answer quality.Shopping:Search is better at detecting shopping intent, showing products when you want them and keeping results focused when you don’t.Formatting: Answers are better formatted for quick understanding without losing detail or quality.
Brand Impact
ChatGPT's search feature now gives more accurate, real-time answers with fewer made-up facts, and it better understands when you're actually looking to buy something versus just seeking information. This means shopping-related queries will show product recommendations more prominently, while non-shopping questions stay focused on informational results. Brands with strong online presence and accurate product information will likely gain visibility, while those with poor search optimization or limited e-commerce integration may see reduced recommendation traffic.
Original source ↗ Crawled: 7 Feb 2026 13:44