Instacart has launched a natural language search feature, Ask Instacart, which uses generative AI to answer questions related to grocery shopping. The tool will also help promote product campaigns to shoppers, its developers said. More than half the platform’s users now have access to the service, and it will be rolled out to all US customers “over the coming weeks.” Instacart said it had developed its own AI models in partnership with OpenAI to build Ask Instacart. The service also features personalised question prompts to anticipate preferences and suggest new products.