Normalized claim
Time: 53% increase
Journeys including Copilot resulted in a 53% increase in purchases within 30 minutes.
MicrosoftEvidence: Low35/100
Copilot Checkout and Brand Agents in Retail by Microsoft
Use case typeConversational commerceUpdated Jun 13, 2026
Microsoft has developed Copilot Checkout and Brand Agents to create seamless conversational shopping experiences for retailers. Copilot Checkout enables customers to shop and purchase without leaving the merchant's site, providing a frictionless journey from discovery to checkout. Brand Agents are AI-powered voice-centric assistants that guide customers on retail websites, enhancing product discovery and purchase confidence. Insights powered by Microsoft Clarity provide merchants with data to optimize AI agent performance.
- Organization
- Urban Outfitters
- Industry
- Retail
- Location
- United States
- Published
- January 2026
Reported outcomes
+194%
quantified impactOther quantified impact
+53%time30 minutestime3xquantified impact
Strategic outcomes
Customer experience & trustCreated seamless conversational shopping experiencesCustomer experience & trustKept purchases on merchant sitesNew product / capabilityAdded voice-centric shopping assistantsBetter decisions & insightProvided insights to optimize agent performance
Why do we believe this?Outcome claims, sources, and evidence checks
Normalized claim
Time: 30 minutes increase
Journeys including Copilot resulted in a 53% increase in purchases within 30 minutes.
Normalized claim
Quantified impact: 194% increase
Shopping with intent and Copilot was 194% more likely to convert.
Normalized claim
Quantified impact: 3 x increase
Brand Agent-assisted sessions at a premium sleepwear retailer showed over 3X higher conversion rates.
Why do we believe this deployment?Customer identity, provider attribution, maturity, and source checks
- Customer
- Urban Outfitters, Anthropologie, Ashley Furniture, Etsy sellers, Alexander Del Rossa
- Provider
- Microsoft
- Maturity
- Unknown
- Linked source
- Microsoft Advertising Blog
No explicit deployment-stage evidence found.
Customer identity supportedSource describes one deploymentMaturity evidence evaluated
Primary read
Use case focus
Showing 3 of 3
- 1AI-powered retail shopping
- 2Conversational commerce
- 3Customer experience personalization
Retailers face friction and lost sales opportunities when customers must juggle many tabs and lack instant personalized assistance.
- Copilot Checkout and Brand Agents deliver conversational AI shopping assistants that keep customers engaged on merchant sites.
- Copilot Checkout ensures merchants remain the point of sale, preserving customer data and relationship.
- Brand Agents provide natural, brand-voiced assistance tailored to customer preferences and shopping intent.
- Microsoft Clarity analytics offer insights into shopper behavior and agent effectiveness.
- Journeys including Copilot resulted in a 53% increase in purchases within 30 minutes.
- Shopping with intent and Copilot was 194% more likely to convert.
- Brand Agent-assisted sessions at a premium sleepwear retailer showed over 3X higher conversion rates.
- Merchants like Urban Outfitters, Anthropologie, Ashley Furniture, and Etsy sellers have adopted these AI agents to scale conversions and personalize experiences.
Architecture
The solution employs Microsoft Copilot Checkout and Brand Agents for conversational AI shopping assistance, integrated with Microsoft Clarity for analytics insights. Copilot Checkout operates on trusted commerce infrastructure with partners like PayPal, Shopify, and Stripe, ensuring merchants control transactions and customer data.
Sources & evidence1
Evidence: Low35/100Evidence strength
- Customer explicitly identified
- Quantified outcome available
- Technical implementation details available
Type: Blog PostPublished: Jan 7, 2026Publisher: Microsoft Advertising BlogEvidence: VendorConfidence: Medium
AI-generated summary. Verify important details with the linked sources before relying on this case.
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