Generative AI has made it possible to create almost anything from an idea. But what if you don’t know what you’re looking for yet? Our preferences take shape through visual exploration. We encounter new possibilities, respond to them, and gradually discover what we like — a product we never would have searched for, a style we hadn’t considered, or combinations we couldn’t have imagined. This opens a new frontier for generative AI in commerce: not just fulfilling intent, but helping people form it.

Commerce has always evolved alongside how people discover products. Physical stores gave people a place to browse and encounter new things. E-commerce brought enormous inventories online, while search and recommendations helped people navigate them. More recently, Agentic Commerce has advanced the utility of commerce, making it easier to search, compare, and purchase products. Generative Commerce advances a different dimension: the experience of commerce. The consumer journey often begins without a defined task. We want to explore, find inspiration, or encounter something unexpected. Today, this journey is fragmented across social media, search, AI agents, and retailer websites.

Generative Commerce brings inspiration, exploration, and purchase into one continuous visual experience: an interactive stream of generated media grounded in real, purchasable products. The images depict realistic scenes across different situations, settings, and moments, bringing together real-world products from different brands and categories around a shared intent. Tap anything you like in the image to discover and buy the product behind it. As people interact with what they see, they shape what is generated next, based on their evolving intent.

We are rolling out early access to our iOS app.