Microsoft brings AI-Powered shopping feature to Edge browser

Microsoft has rolled out a new AI shopping feature in its Edge browser: Copilot now shows price comparisons, price history, and cashback offers directly on shopping pages. With a single click of the sidebar icon, users can view real-time pricing data, track historical trends, and receive drop alerts—no tab switching required.

A new “Copilot Mode” also auto-highlights better deals and available discounts as users browse, streamlining price comparisons. The features are optional and currently available only in the U.S.

Meanwhile, OpenAI has entered the e-commerce space with ChatGPT Shopping, a tool designed to help users research products and make smarter buying decisions through personalized AI assistance.

As tech giants double down on AI-driven retail, online shopping is rapidly evolving—with intelligent assistants becoming the new frontline in the race for consumer attention.