Criteo S.A. launches Agentic Commerce Recommendation Service linking AI assistants to merchant catalogs

New protocol links AI shopping assistants to merchant inventories

Criteo S.A. on Feb. 5, 2026 introduces its Agentic Commerce Recommendation Service to connect AI shopping assistants directly to merchant product catalogs and commerce signals. Offered through Criteo’s Model Context Protocol (MCP), the service translates consumer queries into curated, transaction-ready product recommendations by combining catalog data with behavioral and purchase signals drawn from Criteo’s commerce footprint. The company frames the launch as a response to large language model platforms shifting into shopping-assistant roles and retailers building chatbots to influence discovery, comparison and purchase.

Service uses commerce-native signals to boost recommendation relevancy

Rather than relying solely on public product descriptions, the service applies real-world shopping and purchase signals to rank and surface items that are most likely to convert. In Criteo’s testing this approach delivers up to a 60% improvement in recommendation relevancy compared with third-party methods that use only product descriptions. Criteo says the relevancy gains are supported by its scale — roughly 720 million daily shoppers, about $1 trillion in annual transactions and some 4.5 billion product SKUs — which provide the behavioral and transactional context required for outcome-based personalization at scale.

Positioning, privacy and practical integrations

Built on Criteo’s previously published agentic commerce vision, the offering aims to give AI assistants trusted personalization and higher conversion potential by making recommendations transaction-ready rather than exploratory. Criteo emphasizes that the service is designed to scale as AI assistants proliferate and to avoid exposing sensitive merchant data while surfacing the commerce-native signals that improve shopper relevance and conversion. The company positions the service as a practical integration pathway for merchants and AI-platform providers seeking to add commerce-grade recommendations to conversational interfaces.

Criteo frames the launch as reinforcing its role as a global platform connecting the commerce ecosystem, offering merchants a route to leverage its commerce intelligence in assistant-driven shopping experiences. The announcement in New York spotlights the company’s push to embed outcome-based relevancy into conversational commerce.

The Agentic Commerce Recommendation Service is available through Criteo’s MCP and targets retailers and AI developers seeking measurable revenue uplift and more accurate, transaction-ready recommendations in conversational settings.