Amazon’s CEO, Andy Jassy, is recognizing the significant impact of artificial intelligence (AI) on e-commerce, indicating a strategic push into “agentic commerce.” As AI shopping agents gain traction, Amazon is actively hiring leaders in corporate development to form partnerships that enhance its market position. With competitors like OpenAI, Google, and Microsoft releasing AI tools that streamline the shopping experience, Amazon faces potential threats to its margins—especially if consumers choose AI agents for purchases over direct visits to its site.
The rise of shopping agents could yield $1 trillion in U.S. retail revenue by 2030, according to McKinsey. Meanwhile, Amazon is taking precautions, blocking 47 AI bots from accessing its data and engaging in legal actions against rivals. Although Amazon is innovating with its AI chatbot, Rufus, and other internal tools, it remains cautious. Analysts suggest that while Amazon leads the market, it encounters a “leader’s dilemma,” needing to adapt quickly or risk losing its substantial market share.
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