The news: Shopify acquired generative AI (genAI) search startup Vantage Discovery, a move that will enhance the ecommerce company’s AI capabilities and increase its appeal to merchants.

The details: Vantage Discovery uses large language models (LLMs) to deliver more personalized, relevant results to shoppers searching on a retailer’s website.

The company will integrate its technology with Shopify’s ecommerce platform, CEO Lance Riedel said in a LinkedIn post, “to empower millions of merchants with smarter, more engaging product discovery.”