ChatGPT is adding shopping features to its features, expanding the reach of artificial intelligence (AI) in a field traditionally dominated by media sites and tech rivals such as Amazon and Google. According to the BBC, the update will allow users to see prices and reviews more easily, as well as find direct links to buy personalized products that are recommended. Parent company OpenAI said the selections will be “independent and not advertising.” The company, which sparked a wave of interest in AI in 2022 with its technological advances, introduced the search tool last year. It said it was one of its most popular and fastest-growing features, with over a billion searches on the internet last week alone, KosovaPress reports. Google remains the dominant player in search, accounting for about 89% of global traffic, according to analysts’ estimates. However, its market share has begun to slowly decline in recent months. The addition of the shopping feature to search puts OpenAI in even more direct competition with Google, as well as other sites that offer product reviews, such as the New York Times and other publishers. Amazon introduced its own generative AI shopping assistant last year, while rival AI company Perplexity also has a shopping tool. OpenAI said the goal of the update was to make it “faster to find, compare, and buy products.” The feature will be available to all users, it said, but it will take a few days for the full rollout to complete. The change was one of several announced Monday as part of a broader update to its search product. OpenAI also introduced a feature that lets users message ChatGPT for live sports scores and that will provide multiple quotes in its responses.