# Fiona Tan's AI overhaul at Wayfair

> Wayfair's CTO uses generative AI to help shoppers find what they want among 30 to 40 million products.
- Title: Fiona Tan's AI overhaul at Wayfair · TIME | Shortify
- Summary: Wayfair's CTO uses generative AI to help shoppers find what they want among 30 to 40 million products. Generative AI can solve the paradox of choice by…
- Keywords: fiona tan, wayfair, generative ai, chief technology officer, product catalog, e-commerce, google, openai, chatgpt, universal commerce protocol, Fiona, Tan's
- Source: TIME — https://time.com/collection/executives-of-the-year-tech-data/2026/fiona-tan
- Published: 2026-09-22T13:01:04+00:00
- Read time: 1 min
- Topics: fiona tan, wayfair, generative ai, chief technology officer, product catalog, e-commerce, google, openai, chatgpt, universal commerce protocol
## Wayfair's catalog problem
Wayfair sells 30 to 40 million products across furniture, appliances, and home goods. The challenge is helping shoppers find what they want without drowning in options.

> Anything and everything that you could possibly want should be there. But at the same time, you don't want to have to look through all of that.
## AI cleans up messy data
Tan has pushed generative AI to enrich product catalogs, clean up contradictory supplier data, and generate more useful product information across the platform.
## Visual shopping experiences
Wayfair uses generative AI to create visual experiences that let consumers see products together in realistic room settings before buying.
## Google partnership on commerce
Wayfair teamed up with Google to help develop its Universal Commerce Protocol, which was unveiled in January 2026.
## ChatGPT shopping integration
Wayfair partnered with OpenAI to enable agentic shopping directly within ChatGPT, letting customers browse and buy without leaving the chat interface.
## Key takeaway

Generative AI can solve the paradox of choice by making massive product catalogs navigable rather than overwhelming.