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Have you ever wanted to save approximately three seconds and two mouse clicks when shopping online? Microsoft has something special just for you. The company just introduced something called <\/a> at the NRF 2026 retail conference. This is exactly what it sounds like. It’s a shopping assistant embedded within Copilot.<\/p>\n The feature is rolling out now in the US and <\/a>, Shopify, Stripe and Etsy. It lets people complete purchases directly inside of Copilot without having to withstand the grueling experience of being redirected to a retailer’s website. Participating partners include Urban Outfitters, Anthropologie and Ashley Furniture.<\/p>\n The retailers remain the actual merchant of record, so they’ll still get customer data and all of that jazz. Microsoft controls the interface.<\/p>\n We don’t know what kind of safeguards are in place to prevent the AI from hallucinating its way into buying you a giant bounce house when you wanted to order some Bounce dryer sheets. Engadget has reached out to Microsoft to inquire about these safeguards and how exactly the money is handled.<\/p>\n This is a pretty big moment for AI shopping. OpenAI <\/a> several months ago that <\/a>. However, the company <\/a> a related shopping assistant “might make mistakes about product details like price and availability” and it encouraged people to visit the merchant site for the most accurate details.<\/p>\n Microsoft is advertising Copilot Checkout as a way to avoid the merchant site entirely, so maybe all kinks have been worked out. A recent report <\/em><\/a> suggests OpenAI has had trouble integrating merchant partners for its own initiative, so maybe not.<\/p>\n It’s also worth noting that automatic shopping isn’t exactly a new concept. It’s just the AI wrapper that’s new. Remember those <\/a> that would complete a purchase with a simple press? That was over ten years ago.<\/p>\n<\/div>\n