Shopify's generative AI tool suite, Shopify Magic, introduced a new media editor last April. This editor brings generative image filling capabilities to the platform, along with AI-driven conversational search. Merchants can prompt the image editor to change photo backgrounds without the need for Photoshop experience, allowing them to match any theme they have in mind.

Shopify's AI editor also suggests backgrounds and styles that match existing product images in the merchant's gallery, which will be launched this spring.

Glen Coates, Shopify's Vice President of Product, stated that many sellers on the platform are unable to use large studios or hire professional photographers, yet they still need to prepare their products for successful showcasing. This tool meets that need without any additional cost, lowering the barrier for entrepreneurs to enter the market and present their products in the best way possible. "We understand that not everyone can use a studio or a model, so we want to lower the barrier for entrepreneurs to enter the market and showcase their products in the best way possible," Coates said in an interview. "We don't force anyone to use this feature, but it will be an extra helping hand."

Other generative AI tools added by Shopify last spring include automatically generated product descriptions, chatbot integration, and suggested replies for conversations between merchants and buyers.

While Shopify does host larger brands, such as Kim Kardashian's Skims, a significant portion of its user base consists of smaller independent sellers and direct-to-consumer businesses. Shopify's tools are competing with AI-driven features on other online shopping platforms. Amazon is testing a feature where customers can ask specific questions about products and has already launched AI tools that summarize product reviews and recommend clothing sizes.

The new search feature does not rely on traditional Boolean search or keyword matching, such as "spring wedding guest attire." Coates stated that people prefer using search methods that resemble everyday conversations, such as "I need a dress to wear to a spring wedding." Now, Shopify's semantic search will interpret the intent behind search strings and, according to Coates, return more relevant results.

Coates mentioned that Shopify used a combination of various AI base models when building its AI tool suite, and according to Shopify, they have built-in watermark and moderation tools. "We use models like GPT and Llama 2 and figure out which model is best suited for the feature we are building," he said.