Coupang uses AI to compare specs, summarize reviews and streamline shopping

Coupang Inc announced Friday that it has significantly upgraded the customer shopping experience — from product discovery and comparison to purchase decisions — using AI technology.

The company has introduced an AI-powered "product overview" feature across major categories. The tool summarizes product specifications and highlights characteristics customers are likely to care about. For home appliances in a similar price range, for example, it emphasizes different advantages depending on a customer's living environment and lifestyle to help guide their choice.

On product detail pages, a "product highlights" function now appears directly below the product name, surfacing key features at a glance so customers can get the information they need before reading through the full description.

For major appliance categories with many comparison points — such as refrigerators and air conditioners — Coupang has rolled out an "AI infographic" feature for its Rocket Delivery products. The tool automatically converts product specifications into intuitive infographics so shoppers can grasp core performance at a glance. For washing machines, for instance, it shows how many T-shirts a model can wash per load based on its capacity and indicates the ideal household size.

An AI-powered review summary feature has also been introduced. When a customer browses a laptop, for example, the AI analyzes and presents key characteristics and differences — such as "suited for multitasking" or "high value for money" — to make it easier to compare products.

"Beyond the AI comparison and summary features already successfully deployed, we plan to expand AI integration across product detail pages and introduce more customer-friendly technology," a Coupang official said. "We will build the optimal shopping environment so customers can choose products easily and comfortably, without any inconvenience."