Wizard

Wizard is an AI shopping agent built to handle the full arc of online purchasing: product discovery, recommendation, and checkout inside a single conversational interface. Founded in 2026 by Marc Lore and Melissa Bridgeford and backed by NEA and Accel, the platform lets shoppers describe what they want in plain language and returns a tight set of curated product picks sourced from across the web, including customer reviews, editorial content, and social signals. Checkout is handled natively through partnerships with major retailers such as Best Buy, Amazon, Walmart, and Target, so users never have to leave the conversation to complete a purchase. The core technical layer uses a proprietary ranking system that scores products on relevance, quality, brand signals, and trend data. A Mastercard partnership adds tokenized payment capabilities and anonymized spending-pattern intelligence, allowing the agent to both recommend and transact without redirecting the user to a third-party page. Wizard positions itself against the crop of AI shopping tools that stop at recommendations: the company cites that 91% of AI shopping interactions end in chat with no checkout, and its entire architecture is designed to close that gap. The service launched publicly in February 2026 and is currently free for consumers, with the business model centered on transaction fees and retailer partnerships rather than subscriptions or advertising. The founders have been explicit that surfacing paid placements would undermine user trust, so recommendations are presented as unbiased curation. The platform is available in the US market and is focused on physical goods across categories like electronics, home, and lifestyle.