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The race for consumers’ attention is rapidly shifting from mobile apps to artificial intelligence assistants, with companies such as Glovo and Bolt integrating their services into conversational AI platforms in a move that could redefine how people shop, book rides and access digital services.
For more than a decade, businesses focused on getting users to download and repeatedly open their mobile applications. Now, a new competition is emerging—one where AI assistants like ChatGPT and Claude become the first point of interaction, allowing consumers to complete everyday tasks through natural conversations rather than navigating traditional app interfaces.
From App-First to AI-First Experiences
The latest shift reflects a broader transformation in digital commerce, where generative AI is changing how consumers discover products and services.
Glovo recently introduced its AI-powered Shopping Assistant for ChatGPT and Claude, enabling users to search for products, compare prices and initiate purchases using conversational prompts. Shortly before that, Bolt announced a ChatGPT integration that allows customers to request rides directly from the AI assistant before completing their bookings within the Bolt ecosystem.
These developments signal a move away from search bars, menus and endless scrolling toward intent-driven interactions, where users simply describe what they need and AI handles the discovery process.
Conversational Commerce Gains Momentum
Industry analysts describe the trend as the rise of “agentic commerce,” where AI assistants act as digital intermediaries between consumers and service providers.
Instead of opening multiple applications to compare options, users can ask an AI assistant for recommendations, whether they’re looking for groceries, transportation or retail products. The assistant interprets the request, considers factors such as budget and location, and presents personalised options before directing users to complete their transactions.
For Glovo, the Shopping Assistant can perform semantic searches, validate product availability at nearby stores and recommend up to five suitable products complete with pricing and ratings. Bolt’s integration follows a similar model, streamlining ride booking through conversational AI.
Global Tech Firms Join the AI Race
Glovo and Bolt are part of a growing list of technology companies embedding their services into AI-powered experiences.
Global firms including Instacart, Amazon, Klarna and Shopify have introduced AI features that help users discover products, generate shopping lists, compare items or automate business operations.
Rather than treating AI as an additional feature, companies are increasingly positioning conversational assistants as a new distribution channel capable of influencing purchasing decisions at the earliest stage of the customer journey.
Why Companies Are Betting on AI Assistants
The rapid adoption of conversational AI is driven by changing consumer behaviour.
For years, search engines and app stores determined how businesses attracted customers. Today, users are increasingly turning to AI assistants for recommendations instead of browsing multiple websites or mobile apps.
This shift means businesses are no longer competing solely for search rankings or app downloads. Instead, they are striving to become the services that AI assistants recommend first.
Experts believe this could fundamentally reshape digital commerce, making AI platforms an important gateway for customer acquisition and engagement.
Benefits Beyond Convenience
Integrating with AI assistants offers companies several strategic advantages.
By allowing users to communicate in natural language, businesses can reduce friction during the customer journey while delivering more personalised recommendations based on preferences, location and previous interactions.
The approach also enables companies to engage consumers earlier in the decision-making process, increasing the likelihood that users will choose their services before exploring competing platforms.
As generative AI becomes more sophisticated, analysts expect conversational interfaces to play an increasingly important role across sectors including transportation, retail, travel and financial services.
Privacy and Trust Remain Key Challenges
Despite the growing enthusiasm surrounding AI-powered commerce, experts caution that deeper integration between AI assistants and commercial platforms raises important questions about data privacy and transparency.
Providing personalised recommendations often requires access to user accounts, purchase histories and location information. There are also concerns about how AI systems rank products and services, and whether consumers fully understand the factors influencing those recommendations.
As AI assistants evolve from information providers into transaction facilitators, industry observers say trust, data protection and transparency will become critical competitive differentiators.
A New Era for Digital Commerce
The growing embrace of AI assistants by companies such as Glovo and Bolt signals a broader evolution in how digital services are delivered.
Just as mobile apps transformed online commerce over the past decade, conversational AI is now reshaping how consumers search, compare and purchase products and services.
For businesses, the challenge is no longer just persuading users to open an app—it is ensuring their platforms are seamlessly integrated into the AI ecosystems that increasingly guide consumer decisions.
As competition intensifies, success may depend not only on the quality of an app but also on its ability to become the preferred recommendation inside the next generation of intelligent digital assistants.
