Loblaw Companies Limited has introduced what it describes as a first-of-its-kind shopping app inside ChatGPT, creating a conversational entry point for grocery planning and ordering. The new Loblaw PC Express ChatGPT app allows Canadians to explore meal ideas, build ingredient lists, and select products from nearby Loblaw banners before completing their purchase through the company’s PC Express platform.
The move positions Loblaw as an early large-scale grocery retailer to integrate directly into a conversational AI environment. It also reflects a broader shift in retail, where artificial intelligence is increasingly used as a discovery and planning layer while retailers retain control over checkout, fulfillment, and customer relationships.
“Our team is pioneering incredible digital and AI innovation across our business, placing us at the forefront of leveraging technology to enable first-in-class customer and colleague experiences,” said Per Bank, President and CEO, Loblaw Companies Limited. “As we continue to accelerate this work, it creates meaningful opportunities to elevate our retail leadership and meet the constantly evolving needs of our customers.”
Conversational meal planning and localized assortments
Through the new app, users can interact with ChatGPT in a conversational format, asking for recipe ideas or meal plans and receiving suggested ingredients that correspond to products available at their local Loblaw store. Once a postal code is provided, the system identifies nearby banners and surfaces items that are actually in stock at that location.
The experience is designed to reduce friction in the meal planning process. Instead of searching across multiple apps or websites, shoppers can move from a general prompt such as a quick family dinner to a ready-to-order grocery list in a few steps. They can then transfer the selected items into PC Express for payment and fulfillment.
Loblaw says the integration is intended to make grocery shopping more efficient and personalized. By using conversational context such as dietary preferences, budget considerations, or special occasions, the system can recommend options that are more tailored than traditional category-based navigation.
“We have been on an ambitious path for the past few years focused on the digital customer experience and AI-forward technology adaption. The PC Express app in ChatGPT solidifies our position as a North American leader in artificial intelligence (AI) innovation within the retail sector,” said Lauren Steinberg, Chief Digital Officer, Loblaw Companies Limited. “Loblaw is poised to redefine the shopping experience for Canadians by leveraging advanced AI technology and this collaboration underscores how we are empowering both consumers and colleagues with transformative tools that enhance their experience.”
Enterprise AI tools for Loblaw teams
In addition to the consumer-facing app, Loblaw is also deploying ChatGPT Enterprise across its corporate operations. The company has already been using OpenAI models to power internal tools, including an AI assistant for store owners and managers, as well as agent-based solutions in supply chain management to improve inventory accuracy and logistics.
The new enterprise deployment is intended to expand those capabilities, giving corporate employees access to AI tools designed to improve productivity and support innovation across functions such as pricing, merchandising, and operations.
“With OpenAI, Loblaw is closing the gap across multiple experiences between what AI is capable of and the value they can create today,” said Giancarlo “GC” Lionetti, Chief Commercial Officer at OpenAI. “Together, we’re making shopping more personal and efficient in ChatGPT, and bringing enterprise-grade AI to Loblaw teams to boost productivity and innovation across the business.”
Strategic implications for grocery retail
The Loblaw PC Express ChatGPT app represents a new acquisition and engagement channel for the company. By integrating directly into an AI platform used by hundreds of millions of people globally, Loblaw is effectively positioning ChatGPT as a top-of-funnel discovery tool for its grocery banners.
If widely adopted, the model could also increase basket sizes. When shoppers start with a meal-planning prompt, they are more likely to purchase complete ingredient lists for multiple meals rather than making smaller, ad hoc trips.
The initiative also signals Loblaw’s intent to be viewed as a technology-forward retailer. The company has invested in artificial intelligence across several parts of its business, including supply chain automation and digital customer experiences. The new integration reinforces that narrative at a time when AI is becoming a central theme in retail strategy.
However, the move also highlights potential platform dependencies. By placing part of its digital journey inside an external AI ecosystem, Loblaw is aligning itself with a new channel that could influence marketing strategies, customer acquisition, and app development over time.
Part of a broader shift toward AI-driven commerce
Across the retail industry, similar AI-driven commerce models are emerging. OpenAI has begun enabling instant checkout experiences with platforms such as Shopify and Etsy, where products can be discovered and purchased directly inside conversational interfaces. In those models, the AI environment handles both discovery and transaction, while the merchant platform manages catalog, payments, and fulfillment.
Loblaw’s approach differs in that ChatGPT serves as a planning and discovery layer, with checkout still completed through PC Express. This structure allows Loblaw to retain control over the transaction, customer data, and fulfillment experience.
In Loblaw’s case, ChatGPT acts as a conversational planning layer that connects to the company’s own PC Express checkout experience. This approach allows the grocer to keep the transaction, margins, and customer data within its own ecosystem while still benefiting from AI-driven discovery.
A technology-led positioning for Canada’s largest retailer
Loblaw is Canada’s largest food and pharmacy retailer, with more than 2,800 locations and over 220,000 employees across corporate, franchise, and associate-owner operations. The company serves Canadians through grocery, pharmacy, apparel, financial services, and wireless offerings, supported by banners that span value to specialty formats.
The new AI integration aligns with the company’s broader digital strategy and its stated goal of enhancing both customer and colleague experiences through technology. By positioning itself as an early mover in AI-assisted grocery shopping, Loblaw is seeking to reinforce its leadership position in a competitive and rapidly evolving retail environment.
As conversational interfaces continue to reshape how consumers search, plan, and purchase, the Loblaw PC Express ChatGPT app may offer an early glimpse into how grocery shopping could evolve in an AI-first era.
