AI creeps ever further into retail

Google has announced new partnerships with major retailers that will allow customers to make purchases directly through its AI chatbot, Gemini.

New collaborations with Walmart, Shopify, and Wayfair will see the chatbot act as both an assistant buyer and a purchasing platform.

Users will now receive product recommendations from Gemini, pooled from the participating retailers.

Initially, these features will only be available in the US, but Google expects to expand globally very soon.

This new way of shopping has already been introduced by other AI providers. ChatGPT users, for example, are able to shop for Walmart’s products using a built-in instant checkout feature.

The development raises questions about the future of retail. If users are only recommended products from brands involved in partnerships, more companies will predictably move to collaborate with the likes of OpenAI and Google.

Where the watch industry is concerned, this could signal a move towards AI-powered recommendations, with luxury brands working more closely with chatbot providers to ensure visibility.

However, most people approach buying a luxury watch do so with a high degree of intentionality. Significant thought and time are invested in researching and selecting the right timepiece, so it’s unlikely many will be using a two-click built-in buying system to purchase a Rolex any time soon.

But the retail and marketing landscape is unquestionably changing, and it may only be a matter of time until these partnerships become the norm for retailers and brands alike.