Starbucks has launched a beta app within ChatGPT to help customers discover new drinks, as part of efforts to attract more visitors back to its U.S. cafes.
The feature allows users to prompt the chatbot with preferences — such as flavors or dietary needs — to receive tailored beverage suggestions. Customers can customize selections and choose a nearby store, but must complete purchases through Starbucks’ own app or website.
The move reflects a broader shift in consumer behavior, with customers increasingly seeking personalised recommendations rather than browsing traditional menus.
“Customers aren’t always starting with a menu — they’re starting with a feeling,” Paul Riedel, Starbucks’ senior vice president of digital and loyalty, said in a statement.
The beta launch is part of Starbucks’ wider “Back to Starbucks” turnaround strategy aimed at reversing declining store traffic in its home market. The company has recently reintroduced in-store seating, streamlined its menu and revamped its loyalty programme.
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Digital engagement has become central to that strategy, with the company also promoting new drink discovery features through its mobile app, including trending beverages and “secret menu” options.
The focus on personalised drink suggestions is particularly targeted at younger consumers, especially Gen Z, who have shown a stronger preference for customised and novel beverages.
Starbucks has already begun to see signs of recovery, reporting an increase in customer transactions in its fiscal first quarter after two years of declines.
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The initiative also builds on the company’s broader push into artificial intelligence. Last year, Starbucks introduced “Green Dot Assist,” an AI-powered tool designed to support baristas, developed using technology from Microsoft’s Azure OpenAI platform.
The rollout comes as more consumer-facing companies experiment with integrating shopping and discovery tools into AI chat interfaces. Firms such as Walmart, Etsy and Booking.com are also testing ways to enable browsing and purchasing through conversational AI.
Analysts say such integrations could reshape how consumers interact with brands online, blending search, recommendation and commerce into a single experience.
For Starbucks, the ChatGPT beta represents another step in leveraging digital tools to drive customer engagement and boost sales, particularly in a competitive U.S. market where consumer habits are rapidly evolving.
