The news: Starbucks launched a beta app in ChatGPT to offer drink inspiration based on a customer’s “vibe” or mood.

How it works: Customers must first enable the Starbucks app through the directory. Users enter a prompt—either text-based, such as “I’m looking for an iced pick-me-up,” or an image that reflects the desired vibe—and tag Starbucks to trigger the feature and receive recommendations.

• Users can customize their drinks in-app and choose a store to order from.
• Customers complete the order on the Starbucks app or website.

The strategy: Starbucks’ stated goal with the ChatGPT app is to be present at the moment of inspiration, especially as more (younger) consumers approach searches with a general feeling of what they want rather than a specific product in mind. The feature also emphasizes Starbucks’ customization abilities—another selling point for Gen Z customers, who value more unique and personalized experiences.

Implications for Starbucks: Its ChatGPT app may not immediately move the needle on sales, but it signals to investors that the company knows it needs to be prepared for a potential shift in how consumers discover and buy products.

While the timing of that shift is uncertain, being present on ChatGPT enables Starbucks to be more visible to consumers—particularly younger ones—who are more comfortable using AI for various tasks. Thirteen percent of US teen genAI users cite the technology’s ability to spark inspiration as one of its biggest benefits, according to an August FOSI survey, suggesting brands and retailers should increase their visibility on AI platforms.