On September 16, 2025, Chris Jones, Managing Director at PSE Consulting, published research revealing that major UK and US eCommerce merchants largely embrace AI agents, challenging the belief that they resist agentic commerce. Exceptions include Amazon, which imposes strict bot restrictions. Jones noted that retailers see AI agents as opportunities to engage new customer segments rather than threats to existing relationships. The study categorized merchants based on their AI detection strategies, highlighting a trend toward identification and monitoring instead of blocking. This positions AI agents as unique customer segments that require tailored optimization. While Amazon employs aggressive bot-blocking for competitive advantage, smaller retailers are poised to gain from welcoming AI agents. The research suggests that integrating AI into commerce will necessitate significant changes in marketing strategies, moving towards brand-focused advertising. Overall, the findings indicate a growing acceptance of AI in retail, with implications for merchants navigating the evolving landscape of agentic commerce.
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