Carrefour is prioritizing artificial intelligence by integrating ChatGPT into its customer experience and turning conversational interfaces into a полноценный sales channel, according to The Connexion. The user journey is simple and efficient: submit a request, receive a relevant selection, and complete a purchase within a single dialogue.

This initiative is part of the group’s broader technology strategy, where AI serves as a key growth driver. According to Kantar, Carrefour currently holds around 22% of the French market and is targeting 25% by 2030. The focus is on personalization, faster decision-making, and reducing friction along the purchase journey.

This move continues the company’s push into conversational commerce. In 2023, Carrefour launched the Hopla chatbot on its e-commerce platform. Its next version, Hopla+, will become part of an expanded AI-based ecosystem and will be more deeply integrated into the customer journey.

At the same time, Carrefour is developing its partnership with Google. The company is testing shopping scenarios via the Gemini assistant, strengthening its omnichannel model and competing not only on price and assortment but also on the quality of user experience.

Carrefour is steadily shaping a new retail model where search, recommendation, and purchase are unified within a seamless environment. If successful, such interfaces will become a key competitive factor in the coming years.