Microsoft is launching new generative AI-powered templates for its Copilot AI assistant to enable greater personalized online experiences and empower store associates, the company announced Thursday.

The new tools, which will be powered by GPT-4 and the Azure OpenAI Service, will work for Microsoft Cloud for Retail platform. These generative AI initiatives are the latest in a series of AI-driven, CX-focused upgrades launched by vendors like Salesforce, Amazon and Adobe.

“Generative AI can serve as a key differentiator for retailers, providing their customers with a unique and memorable experience that embodies their brand identity,” Shelley Bransten, corporate VP of global retail, consumer goods and gaming industries at Microsoft, said in a prepared statement. 

One of the Copilot templates aims to help retailers offer personalized digital experiences online by enabling natural language searches, with the goal of replicating the experience of in-store human assistance. The capability is similar to an enhanced search function Walmart added to its app last week.

Microsoft cites an example of a shopper who could visit a retailer’s website and enter in the search bar the query, “I’m going camping in Yosemite this March, and I have never camped before. Help me find the right gear.” A retailer using the template could return a range of product recommendations for the trip.

Microsoft’s other new Copilot template is designed for in-store use. The tool aims to enhance associates’ tablets and PCs by letting them use natural language queries to access product and customer information. Microsoft says it will ultimately deliver better customer service.

This template also collects queries and informs managers about the most common questions to help them refine the store experience for employees and customers alike.

Microsoft has yet to release the tool to the masses and is currently demoing it with employees at its Microsoft Experience Centers in New York City, Sydney and London.