Yahoo! Shopping: 20% of orders now come via AI

LINE Yahoo used the briefing to draw a line between what its AI agents can already do and what it is deliberately holding back. On the recommendation side, the company says the results are visible: AI now accounts for about 20% of orders on Yahoo! Shopping, and it cited a case where recommendations using long-term memory lifted CVR by 2.23 points. That figure is the basis for pushing toward deeper personalization with "Yahoo! Shopping Make (tentative)," which is set to arrive this autumn.

The design goal Ichimaru described is a storefront that is already assembled by the time a shopper arrives, rather than one they search through after landing. The new feature builds that space with AI using in-app behavior, purchase history and long-term memory, but keeps the user in control of page design and listed products — including the ability to mark an item as no longer wanted.

On purchase and payment automation, the company is more cautious than the technology alone might suggest. Ichimaru said automated buying and payment are technically feasible, but LINE Yahoo is prioritizing trust, concentrating on upstream steps such as comparison, discovery and decision support before handing over the transaction itself. The test, then, is whether enough users come to feel comfortable letting AI act on their behalf, while those who prefer to search and choose for themselves keep that option.