OpenAI partners with South Korean retail conglomerate Shinsegae Group to build AI shopping agents across its e-commerce subsidiaries

OpenAI Korea and Shinsegae Group, one of South Korea's largest retail conglomerates, signed an MOU in Seoul to develop AI commerce tools, including shopping agents and broader AI adoption across the group's subsidiaries. Shinsegae plans to roll out AI shopping features starting with E-Mart, its grocery and retail chain, allowing users to search for products through chat, build purchase lists, and complete payment and delivery within the same interface. OpenAI will also support Shinsegae in developing productivity tools for internal workforce use alongside the consumer-facing commerce applications.