Lotte Wellfood has launched a dedicated app on ChatGPT for the first time among South Korea's comprehensive food companies, moving to get ahead in the artificial intelligence commerce market.

Lotte Wellfood said on Tuesday it launched its company-run online mall service as an app within OpenAI's ChatGPT.

Users can now search and buy Lotte Wellfood products in real time through conversation inside ChatGPT. They can request product lookups, tailored recommendations, event checks and product purchase links. Users can call up the '@Lotte Wellfood' app from ChatGPT's menu tab and ask, for example, 'Recommend the most popular snacks these days,' or 'Tell me a drink a 6-month-old baby can have,' to receive curated products.

Lotte Wellfood said it planned the connection of its online mall app as the online commerce market expands from a structure centered on conventional search to conversation-based AI commerce. Planned AI commerce is characterized by offering a variety of shopping experiences by analyzing users' preferences and purchase patterns to provide hyper-personalized curation.

Lotte Wellfood said it plans to provide differentiated services and convenience as it moves beyond simple conversational AI by launching an app on ChatGPT, which directly communicates with external apps to provide solutions.

A Lotte Wellfood official said the company has built a service in which consumers receive recommendations for optimal products through conversation, going beyond a simple expansion of sales channels. The official said the company will continue to actively use AI technology to provide consumers with enjoyable and differentiated brand experiences.