Imagine this: instead of opening an app, scrolling through categories, and comparing ten pizzerias, you simply write to ChatGPT — "I want something spicy, up to 300 hryvnias, delivery in 40 minutes". And you get a ready-made selection with photos, prices, and ratings. This is exactly how Glovo now works for Ukrainian users after integrating with ChatGPT and Claude.
What's actually changing
At first glance, this is just a new ordering channel. But in reality, Glovo is betting that people increasingly formulate requests not in the language of search filters, but in ordinary language — "a gift for mom's birthday up to 500 hryvnias" instead of manually browsing categories. The assistant takes on the routine: checks availability, selects options within budget, and the final click to payment still leads to the Glovo app or web version.
Here lies the practical nuance: the actual purchase still happens on Glovo's territory. ChatGPT and Claude are the storefront, not the checkout. The company calls this the development of Q-commerce, but essentially it's about fighting for user attention before they open the usual delivery app.
Who benefits from this integration
The benefits for the buyer are obvious — fewer clicks, less time comparing. But there's another side: the assistant shows "the most relevant options", and the relevance criteria are determined by an algorithm that the user doesn't see or control. Whether this is truly the best price, or simply a product that's convenient for the system to show — the question remains unanswered for now.
For Glovo, this is an attempt to embed itself in an already established habit: users increasingly turn to artificial intelligence for advice rather than search engines or catalogs. If the trend continues, the next step could be not just product selection through chat, but full payment without switching to the app — and then the question of algorithm transparency becomes much more acute.
It's telling that demand for delivery services in general is growing during blackouts — up 6-8% in December compared to last year. In a situation where it's harder for people to cook for themselves, the convenience of ordering through a familiar conversation with AI could become not a novelty, but a daily tool. The only question is whether users will retain choice when the algorithm decides what is "relevant" to them.
