Exclusive: Marc Lore and Melissa Bridgeford’s Wizard emerges from stealth

Wizard, an AI-native shopping agent cofounded by Marc Lore and CEO Melissa Bridgeford, is coming out of a nearly 5-year private beta with an ambitious promise: to end the era of endless scrolling in ecommerce and replace it with a personalized and streamlined shopping experience. 

Launched publicly on Feb. 11, the New York–based startup is betting that the next wave of online retail will be driven not by bigger marketplaces, but by agents that do the work of searching, comparing, and checking out on behalf of consumers.