Microsoft

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

3x

quantified impactRevenue & growth

+53%time30 minutestime+194%quantified 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

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.
Technologies
CopilotAI AgentsMicrosoftAzure AI
  • 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.

Implementation partners5
PayPalShopifyStripeMastercardVisa
Sources & evidence1
Groundedness: 4/5
Primary source

AI-generated summary. Verify important details with the linked sources before relying on this case.

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Customer evidence
More from Urban Outfitters
Provider evidence
Microsoft provider pageMicrosoft ranked cases
Market context
Retail AI use casesRetail industry insightsUnited States country insights
AI patterns
AgentMulti-agentCopilot
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