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Apple plans to launch a virtual shopping assistant in its App Store to enhance user experience with AI.

Others
23 Jul 2026
PYMNTS
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Bullish
pluang ai news

Apple is preparing to introduce a virtual shopping assistant in its App Store, as indicated by a recent policy update mentioning data collection and a toggle setting for the feature. This AI-powered assistant aims to personalize shopping by using account, device, and location data to improve user interactions. The move aligns with a broader retail trend where 37% of merchants plan to invest in AI shopping assistants, reflecting growing consumer use of AI for product research and comparison. The feature is expected to enhance product discovery and compete for consumer attention in the evolving digital shopping landscape.

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