Loblaw Launches AI Shopping App in ChatGPT

- The application is an integration of Loblaw's PC Express into ChatGPT, allowing users to generate meal ideas, create ingredient lists, and then populate a shopping cart for pickup or delivery. Checkout and payment are finalized within the PC Express app. - This initiative is part of a broader digital strategy overseen by Lauren Steinberg, EVP and Chief Digital Officer at Loblaw. The company has been on a multi-year path to advance its digital customer experience and AI adoption. - Loblaw began developing the app integration in the fall of 2025, shortly after OpenAI announced it would permit third-party applications within its chatbot. Other companies with integrations include Spotify, Canva, and Expedia. - Beyond the customer-facing app, Loblaw is equipping its corporate employees with ChatGPT Enterprise to improve productivity. The company already utilizes OpenAI models for internal tools, such as an AI assistant for store managers named Robin and for optimizing supply chain logistics. - The move reflects a larger trend in retail towards "conversational commerce," where AI and chatbots are used to create more personalized and interactive shopping experiences. Major retailers like Amazon have seen a significant portion of their revenue, up to 35%, driven by AI-powered recommendations. - This development builds on Loblaw's long-term digital transformation, which includes the establishment of its PC Express click-and-collect service and the PC Optimum loyalty program. The PC Optimum program was formed in 2018 by merging the PC Plus and Shoppers Optimum programs. - The partnership was announced by Per Bank, President and CEO of Loblaw Companies Limited, and Giancarlo 'GC' Lionetti, Chief Commercial Officer at OpenAI. - Loblaw's digital-first approach included creating a separate digital business unit to foster a "startup within the enterprise" mentality, which allowed for more agile development and scaling of their e-commerce infrastructure.