Mastercard has launched a generative AI (GenAI) tool that promises to offer shoppers personalised product recommendations.

The tool, dubbed Shopping Muse, will interpret search terms used by customers such as “cottagecore” or “beach formal” to suggest items that fit with shopper’s browsing history and historical purchases.

Mastercard said that Shopping Muse will help customers find the right items even if they cannot explain in words. The service will also use image recognition tools, allowing retailers to recommend relevant items based on visual similarity.

The tool has been developed by Dynamic Shield, personalisation platform developer acquired by Mastercard in 2022 from fast food retailer McDonalds.

Mastercard said that AI tools like Shopping Muse can help retailers adapt to changing demands and higher consumer expectations. It estimates that over a quarter of retailers are using GenAI tools with around 13 per cent planning to adopt them next year.

“Personalisation gives people the shopping experiences they want, and AI-driven innovation is the key to unlocking immersive and tailored online shopping,” said Ori Bauer, chief executive of Dynamic Yield by Mastercard.

“By harnessing the power of generative AI in Shopping Muse, we’re meeting the consumer’s standards and making shopping smarter and more seamless than ever.”

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