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</script> </div> </div> <section class="news"> <div class="news_view"> <ul> <li> <h1>구글·퍼플렉시티 이어 오픈AI도 AI검색에 쇼핑기능 넣었다</h1> <div class="view_img"> <p>최초입력 2025.04.29 13:33:28</p> <button type="button" class="btn_view btn_plus2" onclick='controlContentFontSize(0)'><span class="ico_comm ico_plus">크게</span></button> <button type="button" class="btn_view btn_min2" onclick='controlContentFontSize(1)'><span class="ico_comm ico_min">작게</span></button> </div> <div class="share_box"> <img src="//bimg.mk.co.kr/mkbn/mob/ic_sc2.png" width="29" alt="페이스북" onclick="sendThis('facebook');" data-label="facebook" data-category="share" class="sns_section_li" sns_name="facebook"> <img src="//bimg.mk.co.kr/mkbn/mob/ic_sc3.png" width="29" alt="트위터" onclick="sendThis('twitter');" data-label="twitter" data-category="share" class="sns_section_li" sns_name="twitter"> <a href="javascript:void(0);" data-label="kakaotalk" data-category="share"><img class="sns_section_li" sns_name="kakaotalk" 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data-url="https://wimg.mk.co.kr/news/cms/202504/29/news-p.v1.20250429.c305d63b2ac64186aece70d72f4bdac2_R.jpg" data-width="1200" data-height="675"></i> <span class="is_blind">사진 확대</span> </button> </div> <figcaption> <span class="thum_figure_txt">오픈AI 챗GPT 쇼핑 검색 기능. <오픈AI></span> </figcaption> </figure></div><p refId="2">오픈AI가 챗GPT 검색 기능에 상품을 쇼핑할 수 있는 기능을 추가했다. 앞서 구글과 퍼플렉시티가 각사의 AI 검색에 온라인 쇼핑 서비스를 결합했는데, 오픈AI도 동참한 것이다.</p><p refId="3">28일(현지시간) 오픈AI는 이용자가 챗GPT에서 제품을 검색하면 여러 가지 추천 상품을 제시하고, 이를 실제 구입할 수 있는 외부 웹 페이지로 연결해주는 기능을 업데이트했다고 밝혔다. 이용자들이 자연어로 매우 구체적인 질문을 해도 맞춤형 결과를 얻을 수 있다는게 오픈AI측 설명이다.</p><p refId="4">쇼핑 기능은 우선 패션, 미용, 가정용품, 전자기기 등에 적용됐고 향후 다른 카테고리로도 확대될 예정이다.</p><p refId="5">챗GPT의 기본 AI 모델인 GPT-4o에서 유·무료 이용자 누구나 이 기능을 이용할 수 있다. 챗GPT 계정이 없어도 챗GPT 웹사이트에서도 해당 기능 사용이 가능하다.</p><p refId="6">오픈AI는 향후 이용자의 이전 대화를 참고해 개인화된 제품을 추천하는 기능을 프로·플러스 계정에 도입할 예정이다.</p><p refId="7">이번 업데이트와 함께 이제 챗GPT에 사용자가 질문을 입력하기 시작하면 구글 검색의 자동완성 기능처럼 인기 검색어가 표시된다.</p><p refId="8">앞서 오픈AI는 AI에이전트 플랫폼인 오퍼레이터를 통해 쇼핑기능을 선보인바 있다. 다만 수십개의 웹페이지를 탐색하고 이용자에게 맞는 제품을 찾는데 길게는 몇분까지 걸린 탓에 제대로 이용하기 힘들었다. 이번에 도입한 챗GPT 검색의 경우 오퍼레이터보다 훨씬 빠르고 자연스러운 제품 검색 기능을 제공한다.</p><p refId="9">다만 오픈AI는 이용자들이 챗GPT를 통해 제품을 구입해도 해당 업체로부터 수수료를 받지 않기로 했다.</p><p refId="10">오픈AI가 챗GPT에 쇼핑 기능을 추가하면서 AI검색과 이커머스를 결합하려는 빅테크들의 시장 쟁탈전은 더욱 치열해질 전망이다.</p><p refId="11">지난해 아마존은 미국에서 AI기반의 쇼핑 어시스턴스 루퍼스를 출시했고, 구글은 쇼핑탭에 AI를 결합했다.</p><p refId="12">퍼플렉시티도 미국 유료 고객을 대상으로 검색 결과 내에서 쇼핑 추천 상품을 보여주고, 해당 제품을 판매하는 이커머스 업체의 홈페이지로 이동하지 않고도 주문할 수 있는 기능을 선보였다.</p><div id="refTotal" value="12"></div> [ⓒ 매일경제 & mk.co.kr, 무단 전재, 재배포 및 AI학습 이용 금지]</div> </li> </ul> <div id="reple"> <script type='text/javascript'> window.livereOptions = { refer : 'mkbn.mk.co.kr/news/it/11304340', site : 'https://mkbn.mk.co.kr/news/it/11304340' }; </script> <div id='lv-container' data-id='mk' data-uid='MjQvMzYvMjc='> <script type='text/javascript'> (function(d, s) { var j, e = d.getElementsByTagName(s)[0]; if (typeof LivereTower === 'function') { return; } j = 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