Buy now pay later big hitter Klarna announces launch of AI powered Shopping Search app in ChatGPT
Klarna has launched a Shopping Search app in ChatGPT, bringing real-time product discovery directly into the conversation.
People can describe what they're looking for and instantly see visual results with up-to-date prices, availability, and offers from multiple merchants, all within the same conversation. The app then redirects users to the merchant’s site to complete their purchase.
Powering the experience is Klarna's Product Search MCP server, which connects ChatGPT to the company’s live commerce data of more than 100 million products and 400 million merchant listings across 13 markets, delivered directly inside ChatGPT so shoppers can find what they need before getting redirected to the merchant to buy. Retailers appear in organic results based on relevance, with options for sponsored placements to boost visibility.
"ChatGPT is where millions of people already turn when they're figuring out what they want," says David Sykes, Chief Commercial Officer at Klarna. "We're plugging our merchant network directly into that moment. A consumer who last week would have spent 20 minutes comparing tabs now gets a real answer in one conversation, creating a more seamless experience from idea to purchase."
2026 RTIH Innovation Awards
AI will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
