This holiday season, AI is transforming the shopping experience by acting as a personal assistant for consumers. Autonomous systems, known as agentic AI, are revolutionizing every stage of the shopping journey, from researching products to managing purchases. A recent survey by Bain highlights that 30% to 45% of US consumers are already using generative AI for product comparisons, indicating a shift in how shoppers discover and evaluate products. Retailers must adapt quickly, either by building their AI capabilities or collaborating with existing platforms like ChatGPT.
Three types of AI agents are emerging: third-party agents that aggregate product information, on-site retailer agents that enhance shopping experiences, and off-site agents that facilitate transactions across brands. Retailers face challenges in maintaining visibility amid this disruption but can capitalize on exclusive offers, refined media strategies, and data ownership to safeguard their position. To thrive, retailers must proactively embrace AI innovations and pivot their strategies for 2026 and beyond.
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