(CNN) — You can already buy almost anything with the click of a mouse. Now tech giants are preparing for an AI helper to do even that for you one day.

Google, Amazon and OpenAI are racing to add new AI-powered shopping tools to their services, all aiming to play a critical role in one of the fundamental things people do online: shop.

“If you can become really core to that, then you’re able to monetize that attention in a lot of different ways,” said Jeremy Goldman, senior director of marketing, retail and tech briefings at eMarketer.

And whether they succeed could potentially determine the winners and losers of the next era of the web .

The shift to online shopping

Shopping is one of the main things people do online, Goldman said. And with consumers increasingly using AI to make pu

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