For years, companies have convinced consumers to download and repeatedly open their mobile apps but today, a new battle is emerging which is the one where the app is no longer the starting point but Artificial Intelligence agent.
The latest moves by Glovo and Bolt suggest that the next frontier in digital commerce may not be another mobile application but conversational AI assistants such as ChatGPT and Claude, where users begin searching for products, services and recommendations.
Glovo, this week unveiled its AI-powered Shopping Assistant for ChatGPT and Claude which allows users to discover products, compare prices and place orders through natural language conversations.
The announcement came shortly after Bolt introduced an integration with ChatGPT that enables customers to book rides directly from the AI assistant, eliminating the need to begin the journey inside the Bolt app.
The announcements point to a growing shift in how technology companies expect consumers to interact with digital services.
From app-first to AI-first
Digital commerce has revolved around search bars, menus and endless scrolling. By ordering dinner, booking transport or buying groceries, consumers typically opened an app, searched with keywords and manually compared options.
But Generative AI is changing that behaviour because instead of typing restaurants near me, users can just ask an AI assistant.
The AI then interprets the request, understands context and then hands the user off to the company’s platform to complete payment.
This is simply agentic commerce where AI assistants become the first point of interaction between consumers and businesses rather than mobile apps or search engines.
Glovo bets on conversational shopping
Glovo’s newly launched Shopping Assistant represents one of the clearest examples of this transition.
Once users connect their Glovo account to ChatGPT or Claude, they can describe what they need using everyday language instead of navigating menus or filters.
The assistant then performs semantic searches, checks local product availability and returns up to five recommendations complete with pricing, ratings and nearby stores before redirecting users to Glovo to complete the purchase.
Initially, the feature focuses on grocery and retail purchases, although the underlying technology could eventually support broader commerce categories.
Bolt wants ride bookings to begin inside ChatGPT
Bolt is pursuing a similar strategy, although in transportation rather than retail.
Its ChatGPT integration allows users to request rides, compare trip options and initiate bookings directly through conversational prompts before completing the transaction in Bolt’s ecosystem.
This move reflects a broader industry expectation that consumers will rely on AI assistants to organise daily activities ranging from transportation to shopping and even travel planning rather than opening multiple standalone apps.
For ride-hailing companies, remaining visible in AI platforms could become just as important as ranking highly in traditional app stores or search engines.
Growing list of companies embedding services to AI
Glovo and Bolt have joined a growing list of global technology companies embedding their services into conversational AI.
Among the most notable examples is Instacart, which launched ChatGPT-powered grocery shopping capabilities that allow users to generate recipes, build shopping lists and order ingredients through conversational prompts.
Amazon has introduced Rufus, a generative AI shopping assistant designed to answer product questions, compare items and guide purchasing decisions within Amazon’s marketplace.
Meanwhile, Klarna has expanded its use of OpenAI technology beyond customer support into shopping assistance, helping users discover products, compare purchases and manage post-purchase services.
Shopify, an E-commerce platform has also introduced Sidekick, an AI assistant that helps merchants manage stores, analyse sales data and automate administrative tasks.
Although Shopify’s tool targets businesses rather than consumers, it still reflects the same strategic direction which is replacing traditional software interfaces with conversational AI.
Why is everyone rushing to AI assistants?
The motivation extends beyond convenience because for years, Google Search determined which businesses consumers discovered online.
However, that discovery process is shifting toward AI assistants because instead of clicking through multiple websites, users ask ChatGPT, Claude or similar AI systems for recommendations and expect immediate answers which changes the economics of digital commerce.
Rather than competing for search rankings or app downloads, companies must now compete to become the service recommended by AI assistants.
For businesses, that means AI integrations are becoming a new distribution channel rather than simply another feature.
A new competitive advantage arises
For companies such as Glovo and Bolt, integrating with AI assistants offers several strategic benefits.
It reduces friction by allowing customers to express intent instead of navigating complex interfaces. It enables highly personalised recommendations by considering variables such as budget, location and previous interactions.
It also positions these companies to capture consumers at the earliest stage of their purchasing journey which is in the AI assistant itself.
This is very important as generative AI platforms become trusted decision-making tools for shopping, travel and everyday services.
Challenges remain
Despite the opportunities, conversational commerce raises concerns because deeper integrations between AI assistants and commercial platforms could require broader access to user accounts, purchasing histories and location data.
There are also concerns around recommendation transparency because consumers may depend on AI-generated suggestions without fully understanding how products or services are ranked.
Trust will now become a competitive differentiator as AI assistants evolve from information providers into transaction facilitators.
Broader redefinition
The launches by Glovo and Bolt illustrate a broader transformation taking place across the digital economy.
Just as mobile apps reshaped online services over the past decade, conversational AI is beginning to redefine how consumers discover, evaluate and purchase products.
Companies no longer want to rely on how to get customers to open their app but they want to become the service ChatGPT or Claude recommends.
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