Tech giants like OpenAI and Google are racing to develop AI “agents” that can automate online shopping, potentially transforming the e-commerce landscape. OpenAI’s “Agent” system and Google’s new “AI mode” facilitate product searches and transactions via chatbots, aiming to save consumers time and streamline their shopping experiences. Reports suggest a significant shift in consumer behavior, with Gartner predicting a 25% drop in traditional search engine usage due to generative AI innovations. This evolution pressures brands to adapt their marketing strategies, focusing on optimized product descriptions and technical attributes. The rise of AI agents may also shift transactions from brand websites to AI chat systems, raising concerns about consumer choice as filtration may render certain brands irrelevant. As AI-driven shopping evolves, companies proficient in AI technology could emerge as new leaders in a restructured e-commerce sector, significantly altering the current profit models and competitive dynamics.
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