Microsoft unveils new AI tools for e-commerce

Microsoft has unveiled a new range of agentic artificial intelligence (AI) tools, integrated into its Copilot offering, to automate essential functions in retail and B2B commerce. These tools aim to simplify processes such as digital payments, product data management, merchandising, and in-store operations.

An Agentic AI to Streamline Operations

According to Microsoft, these tools, available through Microsoft Copilot and Copilot Studio, are designed to reduce manual tasks, accelerate decision-making, and connect workflows that are often dispersed across multiple systems. Some features are already accessible, while others will enter public preview in early 2026.

Among the key offerings is Copilot Checkout, an agentic commerce tool that allows customers to make purchases directly through the Microsoft Copilot interface, without being redirected to the retailer's website. Microsoft specifies that merchants will remain the official point of sale, with payments processed through integrations with PayPal, Shopify, and Stripe.

Strategic Partnerships with Merchants

Copilot Checkout is already available in the United States on Copilot.com. Among the first partners are sellers on Etsy, as well as brands like Urban Outfitters, Anthropologie, and Ashley Furniture. Microsoft also announced that merchants using Shopify will be automatically enrolled, with an opt-out period available.

Although the feature is initially focused on consumer transactions, Microsoft claims that the same approach could apply to B2B commerce, particularly for recurring or contract-based orders. By integrating payment directly into AI-driven workflows, Copilot could shorten purchasing cycles for B2B, especially for standardized or replenishment orders.

Conversational Agents and Personalization

Microsoft has also introduced Brand Agents for merchants using Shopify. These tools leverage the product catalog and brand content to answer detailed questions, guide buyers in their choices, and assist them in their purchasing decisions through conversational AI.

In parallel, a new feature called the custom shopping agent model is now available in Copilot Studio. This allows businesses to create custom AI agents for web, mobile, and in-store experiences. Microsoft indicates that this innovation is designed to respond in real-time to consumer needs for product discovery, recommendations, and configuration.

To meet B2B requirements, these tools are optimized to manage large catalogs, detailed specifications, product bundles, and role-based pricing models.

Data Enrichment and Catalog Management

Another notable tool announced by Microsoft is the catalog enrichment agent model, currently in public preview. This agent extracts product attributes from images, enriches them with external data, and automates tasks such as product onboarding, categorization, and error correction.

Microsoft claims that this tool enhances the accuracy of searches, recommendations, and personalization across digital channels. Fashion brand Guess is among the first users of this technology. For B2B sellers, this agent could reduce the time and costs associated with managing complex catalogs and improve data consistency across e-commerce platforms.

AI for In-Store Operations

Finally, Microsoft introduced a store operations agent model, also in public preview, aimed at store managers and frontline employees. This system allows staff to consult stock levels, store policies, and other operational data in natural language.

The agent combines internal data, such as sales and in-store traffic, with external factors like weather and local events to recommend staffing levels and operational priorities. Microsoft explains that the goal is to reduce manual coordination and help retailers respond more quickly to fluctuations in conditions.

While primarily intended for physical stores, Microsoft notes that similar approaches could apply to B2B, particularly for distribution operations, counter sales, and warehouse management.

An Integrated Vision of AI-Powered Commerce

With this announcement, Microsoft seeks to go beyond simple customer-facing chatbots by integrating AI-driven automation into all business operations. By combining tools for payment, catalog management, and operations on a unified platform, Copilot aims to serve both B2C and B2B transactions.

For B2B sellers, this initiative could accelerate online orders, reduce friction in recurring purchases, and automate back-office processes, often seen as barriers to e-commerce adoption.

According to Microsoft, the new agentic solutions will be accessible via the Microsoft Marketplace, with expanded availability expected by the end of 2026 as the preview features are rolled out widely.

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