Shop smarter. Live easier. An AI agent that does the shopping - and the checkout - for you.
Wizard's brand mark, photographed against navy. The shopping agent launched publicly on February 11, 2026 after years in stealth.
Online shopping got harder, not easier. Twelve open tabs, forty reviews, a dozen near-identical products - and still no confidence in the "buy" button. Wizard's wager is that an AI agent can do that work instead, reading the reviews, comparing the options, and handing you a short list you can actually act on.
Wizard is an AI-native shopping agent. Ask it for "the best noise-canceling headphones for the gym and travel under $300," and it interprets the request in plain language, searches across websites, customer reviews, editorial and social content, and returns a tightly curated set of products - usually a top five - instead of an endless grid. Then it lets you complete the purchase through native checkout, without leaving the app. Cofounded by CEO Melissa Bridgeford and chairman Marc Lore, the New York company emerged from stealth on February 11, 2026.
Most AI shopping tools stop at suggestions. Wizard's argument is that recommendations are the easy part; finishing the purchase is where the value sits. The company built its first native checkout with Best Buy, the largest U.S. electronics specialty retailer, so a shopper can go from query to confirmed order inside a single interface.
Under the hood, a multi-stage search and ranking system enriches product data across thousands of structured attributes, filters spam and low-quality content, and tunes relevance signals in real time. The result is deliberately small: a handful of options chosen from reviews, trusted editorial and social signal - designed to cut the choice overload that stalls online purchases.
The online shopping experience today is highly fragmented. Wizard is simplifying that entire process by doing the work for you.
Ask in plain language and get a curated top-five, drawn from websites, reviews, editorial and social content - no scrolling required.
Complete the purchase end to end inside Wizard. The first integration launched with Best Buy in electronics.
A proprietary engine enriches thousands of product attributes and filters low-quality content to keep results trustworthy.
Wizard's original B2B text-message platform for brands - the technology and team that seeded today's agent.
The AI shopping agent market is crowding fast. ChatGPT reaches the most shoppers; Perplexity offers in-chat checkout through PayPal; Amazon runs Rufus, Buy for Me and Alexa+. Wizard's differentiation is narrow and deliberate: it does only shopping, refuses ad-driven ranking, and is wiring native checkout into retailers one integration at a time.
By 2030, AI agents will have majority adoption as the primary shopping interface for consumers globally.
Harvard Business School alum; previously founded Stylust, later folded into Wizard.
Founder of Jet.com and former head of Walmart U.S. e-commerce.
Led by NEA's Tony Florence, with Accel and Marc Lore participating. Lore joins as cofounder and chairman.
Wizard builds a text-message conversational-commerce platform and folds in Bridgeford's prior startup, Stylust.
As generative AI matures, Wizard shifts toward a consumer-first agent and runs a private beta to test engagement and conversion.
On February 11, 2026 Wizard launches publicly with native Best Buy checkout and an initial focus on electronics.
Wizard is an AI-native shopping agent that searches, compares and buys products for you. It reads reviews, editorial and social signals, returns a short curated list, and lets you check out natively without leaving the app.
Wizard was cofounded by CEO Melissa Bridgeford, a Harvard Business School alum and former founder of Stylust, and chairman Marc Lore, the founder of Jet.com and former head of Walmart U.S. e-commerce.
Through retailer partnerships - a mix of take rates and affiliate revenue - plus shopper analytics for merchants. Wizard avoids ads and sponsored product placements.
At launch, Wizard offers native, end-to-end checkout with Best Buy in the electronics category, with apparel and beauty planned as future categories.
Wizard is purpose-built only for shopping, returns a tightly curated top-five instead of long lists, runs no ads, and focuses on completing the purchase - not just recommending products.