Retailers are increasingly turning to artificial intelligence to transform the shopping experience, turning the industry into a key front in the global AI race. Since the launch of ChatGPT in 2022, AI chatbots have gained rapid traction, and this year, major retailers have stepped up their efforts to integrate AI into everyday shopping. These companies are investing heavily in partnerships with AI leaders like OpenAI or developing their own large language models to create smarter shopping assistants, streamline checkout processes, and offer personalized recommendations. Consumers are already embracing AI tools—according to a PwC survey from October, more than half of respondents said they planned to use AI for price comparisons, trip planning, or drafting messages during the holiday season. The shift isn’t limited to retailers. OpenAI has also entered the e-commerce space with its Instant Checkout feature, allowing users to search for and buy products directly within ChatGPT conversations from select retail partners. Walmart introduced Sparky, its AI-powered shopping assistant, in June, designed to help customers find products, compare prices, and get personalized suggestions. The tool is integrated into Walmart’s app and website, aiming to make shopping faster and more intuitive. Target has been a notable player in the AI retail space. In November, the company announced a partnership with OpenAI to bring a custom Target app to ChatGPT. The beta version launched later that month, enabling users to make multiple purchases in one transaction, shop for fresh groceries, and choose their preferred delivery or pickup method. Target’s goal, as stated by executive vice president Prat Vemana, is to make every interaction feel as natural and helpful as chatting with a friend. The retailer also offers an AI tool that scans handwritten grocery lists and automatically adds items to a user’s cart, and a holiday-themed AI assistant that suggests gifts based on user prompts. Amazon launched Rufus in February 2024, an AI assistant that helps users find products, get recommendations, and manage their shopping lists. The tool is available through Amazon’s app and website, and is designed to understand natural language queries to deliver more relevant results. eBay began rolling out an AI-driven personalized shopping experience in May, using machine learning to curate product suggestions based on user behavior, preferences, and search history. The feature aims to make discovery more efficient and engaging. Home Depot unveiled Blueprint Takeoffs in November, an AI tool that helps contractors and DIYers generate material estimates for home improvement projects by analyzing project blueprints. The tool streamlines planning and reduces errors, making it a valuable resource for professionals and homeowners alike. Lowe’s launched Mylow in March, a virtual shopping assistant that provides product recommendations, helps with project planning, and offers step-by-step guidance for home improvement tasks. The tool is designed to be conversational and accessible, helping users find the right products and tools for their needs. Abercrombie & Fitch partnered with PayPal and Perplexity in November to enhance its digital shopping experience. The collaboration focuses on improving search functionality and personalization, using AI to deliver more accurate and relevant product results, as well as enabling faster, more secure checkout options. As AI continues to evolve, these tools are reshaping how consumers discover, evaluate, and purchase products—making shopping more personalized, efficient, and conversational than ever before.