Chapter 1. After a groundbreaking year of rapid development in AI, a new type of chatbot is emerging, one that acts as a single gateway for users to answers on all sorts of queries. This chapter looks at the new AI gatekeepers that serve as both virtual assistant and search engine, from Microsoft’s work companion Copilot to Mastercard’s Shopping Muse and Airbnb’s travel agent.

Digital Shift is a quarterly report on the latest technology developments within marketing and ecommerce. This is chapter one of four in the Q1 2024 edition of Digital Shift. View all chapters.