When consumer technology company Glance unveiled its generative AI-native commerce platform last week, it was a subtle nod to the transformative power of artificial intelligence, particularly in the online commerce space. GlanceAI will move online shopping beyond search to an “inspiration-led discovery experience”, InMobi, Glance’s parent company, said.
GlanceAI integrates generative AI directly into users’ smartphone lock screens. Instead of searching for products, users can upload a selfie, and the platform generates personalised fashion looks tailored to their body type, skin tone, and style preferences. This personalised experience simplifies the process, making shopping more intuitive and engaging. It has advanced AI architecture that can predict trends, consumer behaviour, even cultural shifts. It will also understand the intent of the shopping and will make recommendations accordingly. “AI does the heavy lifting here — not just recommending products, but styling complete looks. It’s a step up from conventional e-commerce,” says Vishal Adkar, associate vice-president, Avalon Consulting.
Experts say the e-commerce sector stands at a pivotal juncture, largely due to its early adoption of artificial intelligence (AI) technologies. A ResearchAndMarkets report estimates the Indian AI market in retail and e-commerce will grow to `1,694 crore by 2028, exhibiting a compounded annual growth rate (CAGR) of close to 30% from 2023 to 2028.
GlanceAI is putting in force something most commerce platforms are trying to figure out at the moment — make shopping feel less like a transaction and more like a conversation. Consumers don’t scroll, search, or filter endlessly. They just ask things like: “Show me a laptop for video editing under `50,000” or “I need a yellow lehenga for a friend’s haldi event”, and they get curated options.
There’s a broader trend here: AI is making specialist services accessible to the average person. Just like a mid-level manager now has access to a virtual personal assistant, an everyday shopper can now have a personal stylist. “The goal? Make online shopping feel like talking to someone who actually understands what you need, not someone trying to sell you everything. That’s the hook,” says Sindhu Biswal, CEO & founder, Buzzlab.
Tightrope walk
On its own, an app like this may struggle to demonstrate strong standalone commercial value. E-commerce giants such as Myntra and Amazon, with their robust supply chains and customer ecosystems, have little incentive to depend on a third-party discovery-focused app. They can easily replicate or integrate similar features into their existing platforms. The fit visualisation and styling technology could potentially lead to a reduction in return rates — a significant cost burden for e-commerce — which is enough incentive for large players to invest and integrate this technology.
However, if GlanceAI manages to attract and retain a sizable user base, they could evolve into powerful style discovery aggregator and serve as the front-end interface for D2C brands. This could open up a new distribution channel, positioning them as potential competitors to established e-commerce platforms.
Traditional e-commerce players will struggle to retrofit their models to this kind of immersive, non-linear, contentified commerce, says Ambika Sharma, founder & chief strategist, Pulp Strategy. Visual AI-native UX, locked screen commerce, and real-time behaviour prediction aren’t just features, they’re a new paradigm. “Integrating shopping experiences into devices like lock screens and TVs sets a new benchmark for accessibility, pushing rivals to explore similar integrations to stay competitive,” says Yasin Hamidani, director, Media Care Brand Solutions.
That said, the model raises important concerns around data privacy as users are required to upload personal images. There’s also the potential for algorithmic bias based on skin tone or ethnicity—issues that could erode trust, says Poonam Mehta, manager, Technology Research & Advisory, Aranca.
The consumer’s active role in searching and deciding will be cut down, says Chandan Sharma, general manager, digital media, Adani Group. “The consumer may become a passive recipient of recommendations which will change the whole consumer journey. Marketers may not like this.”
If it clicks, Glance AI’s approach suggests a future where online shopping will become more integrated into daily digital interactions. This evolution could redefine consumer expectations and drive further innovation in the sector, says Vaibhav Gupta, co-founder & CPO, KlugKlug.