Business · Companies · 1 day ago
Swiss retailers prepare for AI shopping assistants but question their uptake
AI shopping assistants can search for products and compare options based on a user’s preferences.
They could save shoppers time by looking across online stores instead of making people visit each site themselves.
Meta Muse and OpenAI Dots launched in September, but they are not yet available in Switzerland.
People with technical skills can already set up their own assistants.
For an assistant to shop on a retailer’s site, the retailer needs to provide a technical connection called an MCP.
Galaxus has installed one, while Brack is preparing the technical groundwork, but both remain uncertain about widespread adoption.
Setting up these connections costs money and technical resources, which could give large retailers an advantage over smaller ones.
The tools may make shopping easier for consumers, but they could also change how online retailers compete.
Swiss online retailers Galaxus and Brack are preparing for AI shopping assistants, but Brack doubts they will become widely used.
Galaxus has installed an interface that gives AI assistants access to its online shop.
Brack is laying the technical groundwork but says its focus remains on its conventional online shop and app.
E-commerce expert Alexandra Scherrer says AI assistants could help consumers find products that match their preferences more efficiently.
Meta Muse and OpenAI Dots were not yet available in Switzerland at the time of the report.
- Who
- Swiss online retailers Galaxus and Brack are preparing for AI shopping assistants.
- What
- The retailers are adapting their systems for AI-assisted shopping, while questioning whether the tools will catch on.
- When
- The report was published on 11 October 2026.
- Where
- Switzerland.
- Why
- AI assistants could search for products and compare options for consumers, but retailers need to provide them with access to their online shops.
E-commerce expert Alexandra Scherrer
Brack
Consumer benefit
E-commerce expert Alexandra Scherrer
AI assistants could help consumers find products that match their preferences more easily and efficiently.
Brack
Brack is skeptical that AI assistants will become established.
Shopping process
E-commerce expert Alexandra Scherrer
Assistants could take over tasks consumers now coordinate themselves.
Brack
Brack says its focus remains on its conventional online shop and app.
technical basis to enable shopping via AI assistants in the future
The focus of the company remains on the classic online shop and the app.
Meta Muse and OpenAI Dots were launched.
Meta Muse recorded 2.8 million installations in the United States.
NZZ reported that Galaxus and Brack were preparing for AI shopping assistants while questioning whether they would catch on in Switzerland.
- Galaxus
- Has installed an interface for AI assistants
- Brack
- Is laying the technical basis for AI-assisted shopping
- Meta Muse installations
- 2.8 million in the United States in its first 12 days
- Availability in Switzerland
- Meta Muse and OpenAI Dots were not yet available
- Report date
- 11 October 2026
Sources
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