Perplexity has introduced an AI shopping assistant that allows users to describe what they want in plain language. Instead of scrolling through endless search results, shoppers can ask for items like “a lightweight jacket for rainy weather” or “budget running shoes” and receive curated options immediately. OpenAI has rolled out similar tools, letting users compare products and explore options directly within chat interfaces.
Shopping That Remembers You
Perplexity’s assistant tracks user preferences over multiple interactions. It highlights product details, reviews, pros and cons, and offers integrated checkout through PayPal in the U.S., while keeping retailers as the merchant of record. This approach balances convenience with control, ensuring merchants maintain authority over shipping, returns, and customer data.
Personalisation Meets Efficiency
By connecting product discovery with purchase decisions, these AI tools aim to make online shopping faster and more tailored. Users save time, while retailers potentially see higher conversion rates as the AI matches shoppers with the right products based on their style, budget, and past interactions.
Data Quality and Availability Remain Key
The success of AI assistants depends heavily on accurate product data and comprehensive coverage. Current features are limited to the U.S., and general-purpose assistants may struggle to outperform specialised niche platforms. Privacy and user trust will remain central as AI mediates the shopping process.
A Glimpse into the Future of E-Commerce
Perplexity and OpenAI are showing how AI can transform shopping into a conversational, personalised experience. As these tools evolve, they may redefine how consumers interact with online stores, shifting expectations toward speed, simplicity, and tailored guidance.
