Paris, France — French retail giant Carrefour has unveiled a new artificial intelligence-driven shopping experience integrated within OpenAI’s ChatGPT platform, marking a significant step in the evolution of digital commerce.
The move, which allows users in France to shop directly through ChatGPT, is part of Carrefour’s broader “Carrefour 2030” strategy that places artificial intelligence, technology and data at the centre of its growth ambitions.
According to retail analyst Roger Dunn, the rollout gives an estimated 26 million ChatGPT users in France access to a fully conversational shopping journey—from discovering recipes to completing purchases.
“This isn’t just a chatbot experiment. It’s a distribution play targeting millions of users,” Dunn said in a LinkedIn post.
Full shopping journey inside AI
The new system enables customers to interact with Carrefour through natural language prompts. Shoppers can receive recipe suggestions tailored to dietary needs, check real-time product availability, build shopping baskets, and choose between home delivery or click-and-collect services.
While the shopping experience begins within ChatGPT, final payment is completed on Carrefour’s own platform, allowing the retailer to retain control over transactions, customer data, and relationships.
Industry observers say this hybrid model reflects a strategic balance between leveraging AI platforms and maintaining direct customer ownership.
AI at the core of growth strategy
Carrefour’s push into AI-powered commerce is anchored in its long-term strategy unveiled earlier this year by CEO Alexandre Bompard, which identifies “AI, Tech & Data” as a key growth pillar.
The company is investing approximately €100 million annually in artificial intelligence, supported by a 200-person AI division and company-wide digital training programmes.
At the centre of this strategy is the concept of “agentic commerce,” where AI systems act as intermediaries that help consumers navigate, select, and purchase products seamlessly.
Building on earlier innovations
The ChatGPT integration builds on Carrefour’s earlier AI initiatives, including its “Hopla” chatbot launched in 2023 and subsequent upgrades incorporating technologies from Alphabet Inc..
Carrefour has also partnered with tech firms to digitise physical stores, using smart shelf labels, sensors, and data systems to create more responsive retail environments.
With over 10 billion transactions feeding its data ecosystem, the retailer is leveraging AI for personalisation, supply chain optimisation, and retail media through partnerships such as its joint venture with advertising firm Publicis.
Industry implications
Analysts say Carrefour’s move could set a precedent for retailers across Europe and beyond, as consumer behaviour increasingly shifts toward AI-assisted shopping.
“Every European retailer and brand now has a live reference case for agentic grocery commerce in production,” Dunn noted.
Carrefour aims to increase its market share in France from 22% to 25% by 2030, with AI expected to play a central role in achieving that target.
The development signals a broader transformation in retail, where conversational AI platforms are becoming not just tools for engagement, but full-scale commerce channels.