Gopuff launches 'Go', an agentic AI shopping assistant built on xAI's Grok

On 2 June 2026, Gopuff launched Go , an in-app AI personal shopping assistant that builds a customer's basket from voice or text prompts and can deliver it in as fast as 15 minutes from the company's micro-fulfilment centres. Go is powered by the Grok generative-AI models from Elon Musk's xAI (referred to in the launch as SpaceXAI), with design partner Eight Inc.

The assistant learns each shopper's habits and automatically assembles a personalised cart based on time of day, location, order history and real-time signals — drawing on a 13-year dataset of hundreds of millions of orders. Customers can converse with Go in natural language (for example, asking for "snacks under 100 calories" or "an easy, healthy dinner"), with shoppable products surfaced directly in the chat. Go can also present items in a "TikTok-style" shoppable feed, blending Gopuff's behavioural and local-inventory data with real-time cultural signals from X to generate contextual product moments — chicken wings and drinks ahead of a nearby sporting event, or hot chocolate on a snowy afternoon.

Notably, Gopuff chose Grok over OpenAI and Anthropic, with co-CEO Rafael Ilishayev publicly citing cost and quality as the deciding factors — a signal of how inference economics are shaping enterprise model adoption as agentic AI moves into live consumer workflows. Go is live on the US Gopuff app, with a UK rollout to follow.

Founded in 2013 in Philadelphia by Yakir Gola and Rafael Ilishayev, Gopuff frames Go as the next step in its instant-commerce vision: removing the friction of "the moment before" — the thinking, deciding and remembering — rather than just the delivery itself.

Read more: The Grocer · Startup Fortune · Axios