New York, February 11, 2026 — Fortune exclusively covers Wizard’s public launch, highlighting its evolution from a B2B conversational commerce startup into a consumer-first AI shopping agent.

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Co-founded by Marc Lore and CEO Melissa Bridgeford, Wizard aims to eliminate ecommerce overwhelm by replacing endless scrolling with curated, personalized recommendations. The platform searches across retailers, reviews, and trusted content to return a tightly selected set of products — and now introduces native checkout through a launch partnership with Best Buy.

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Backed by a $50M Series A led by NEA, Wizard is positioning itself as an independent, ad-free alternative to marketplace-driven shopping — with a long-term vision of AI agents replacing traditional ecommerce browsing altogether.

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Read the full article on Fortune →