AI shopping assistants could become the new place shopping starts

A company called Joko wants your next shopping search to start in its app, not on Amazon or Google. Its co-founder, Nicolas Salat-Baroux, told CX Today that Joko aims to be a "new front door for shopping." The idea is part of what the outlet calls agentic commerce, where AI assistants, not stores or search engines, begin the shopping trip.

How Joko says it works

Joko is an AI shopping assistant. You type what you want in plain language, and it suggests products and prices. The company says its catalog covers more than 100 million products from across online stores. It also offers cash back, price comparison, automatic coupons and buy now, pay later.

To personalize results, users link their bank accounts and install a browser extension. Joko says that gives it their online and in-store spending, plus what they browse, add to baskets and buy.

The pitch and what is unknown

Salat-Baroux says Amazon is limited to its own stock, and that Google search leaves people opening many tabs. Those are the company's own claims, not independent findings.

The excerpt does not say what Joko costs, where it is available, how it ranks products, or how it protects the bank and browsing data it collects. The interview text also cuts off before it finishes. CX Today notes that retailers' product data may decide which products an AI assistant chooses.