Glance has integrated its shopping platform directly with Apple’s Siri on iOS 27, allowing users to discover and buy products using voice and images. The InMobi-backed company, which reports annual revenue around $300 million, aims to simplify commerce by shifting tasks from manual apps to AI agents. Observers are now tracking whether users will trust AI assistants to handle actual transactions.
Glance has expanded its commerce capabilities by launching an agentic shopping experience directly on iOS. By integrating with Siri and Apple Intelligence, the company is allowing users to bypass traditional app navigation, opting instead to search for products, compare options, and even perform virtual try-ons using only voice commands or images.
This shift represents a move toward what the industry calls agentic commerce. Instead of a user manually browsing through various apps to find a product, Glance's technology attempts to handle the discovery and transaction process. This integration relies on Apple’s on-device AI models, which the company says allows for image generation and product analysis directly on the user's device, rather than processing everything in the cloud.
The company is betting heavily on this model, aiming to position itself as an intermediary that uses data on user preferences and current intent to make shopping more efficient. Glance currently reports 10 million monthly active users in the United States, with approximately 15% of that user base already transacting through its AI agent.
From a business perspective, Glance operates as a private company backed by major players including InMobi, Google, and Jio Platforms. It has generated approximately $300 million in revenue, giving it a solid financial base to fund these experimental AI features. It is important for readers to note that Glance is a private subsidiary of InMobi and is not a publicly listed stock on the NSE or BSE. Any confusion with similarly named publicly traded companies should be avoided.
Despite the ambitious rollout, the transition to AI-led shopping faces several practical hurdles. The primary risk lies in consumer trust; users are accustomed to verifying products and prices manually before spending money. Moving to a system where an AI agent handles the transaction requires a significant change in consumer behavior.
Furthermore, the technology remains in an experimental stage. Its success is heavily dependent on maintaining a seamless relationship with Apple’s ecosystem. Because the feature functions within Apple's iOS 27 framework, any changes to Apple’s policies regarding AI integration or user privacy could affect how Glance operates its shopping agents. Additionally, the company is competing in a crowded space where tech giants and startups are all rushing to deploy similar agent-based commerce tools.
Moving forward, the key monitorable for the business will be user adoption rates. The company expects more than half of consumers to shift toward shopping via agents in the coming years, but whether that prediction holds will depend on the actual transaction volume and whether the platform can consistently offer a better experience than traditional e-commerce apps.