麦肯锡 -人工智能购物谁是赢家？自主智能商业的新实证研究 Who wins when AI does the shopping New evidence on agentic commerce

October2026

Mcsey

&company

Growth,MarketingandSalesPractice

WhowinswhenAIdoestheshopping?Newevidenceonagenticcommerce

Analysisofabout21,000consumersindicateshowAIshoppingbehaviorisgrowingandevolving,withearlyevidenceshowingcompaniesarenotyetequippedtomeettherisingdemand.

ThisarticleisacollaborativeeffortbyElizabethSilliman,JackTrotter,andKelseyRobinson,withDesiraeOppongandShreyaJaggi,representingviewsfromMcKinsey’sGrowth,MarketingandSalesPractice.

AIisbecomingafamiliarshoppingcompanion.AmidthebroaderwaveofAIadoption(both

ChatGPTandGeminicrossedmorethanabillionmonthlyactiveusers1,22),consumersareclearlyturningtoAItosearchforproducts,comparechoices,anddecidewhattobuy,withtoolslike

MuseandAlexaforShoppinggainingtraction.3

EvenasbroaderAI-drivenshoppinggrows,earlysignsofasecondtransitionfromAI-assisted

decisionstoAI-executedtransactionsareemerging.Thatfinding,amongothers,comesthroughloudandclearintherecentMcKinseyAgenticCommerceConsumerSurveyonAI-enabled

consumershoppingbehavior.

Inearlierarticles,McKinseyhasshonealightonwhat

agenticcommerceis

,and

howitcan

adapt

.Thisanalysisfocusesonthe61percentofglobalconsumerssurveyedwhoareAIusers(thosewhohaveusedconsumerAItoolsinthepastthreemonths)tohelpilluminatehowagenticcommerceisevolvingandwhatcompaniescanexpect.

OuranalysisisbasedonconsumerresponsestoaJune2026survey(seesidebar“Researchmethodology”).BehaviorsarecontinuingtoshiftwiththepaceofAIadoptionandthisanalysisisjustonesourceamongmanythatleadersshouldconsiderwhenevaluatingconsumer

behavior.However,asanindicativetrend,theanalysiscanbehelpfulandhighlightsthatAIusersareincreasinglyrelyingonAIacrosstheshoppingexperience,fromsearchthrough

considerationtopurchase.Anditidentifiestheemerginggapbetweenconsumerreadinessandcommerceinfrastructure.

Ofthemanyfindingsinthisanalysis,businessleadersshouldpayspecialattentiontothesefive:

—Morethan50percentofglobalconsumersnowuseAIforshopping.

—IntheUnitedStates,therateatwhichAIuserscompletedapurchasewithAIjumped

70percentoverlastyear’srate.

—RetailerAIassistantstrailstand-aloneAItoolsbyasmuchastwotimesthroughouttheshoppingjourneybutcatchupatcheckout.

1HarshitaMaryVarghese,“ChatGPTapphits1billionmonthlyactiveusersinrecordtime,datashows,”Reuters,June2,2026.

2GoogleBlog,“Morethan1billionpeopleareusingtheGeminiappeverymonth,”August11,2026.

3BrentCrane,“AsAIagentsbeginshopping,brandsarechangingtheirsalespitch,”NewYorkTimes,October3,2026.

Researchmethodology

TheMcKinseyAgenticCommerce

ConsumerSurvey(fieldedinJune2026)surveyedapproximately21,000global

consumersacross11markets(Australia,Brazil,China,France,Germany,India,

Japan,Mexico,SaudiArabia,United

Kingdom,andUnitedStates).FiguresarereportedasashareofrespondentswhousedanAIstand-alonetoolorretailerAIassistanttool,oraretailer’sAIshopping

assistant,inthepastthreemonths(that

is,“AIusers”).Year-over-yearcomparisonsareUS-onlycomparedwithJuneand

December2025research.Basesizesvarybyquestion.

WhowinswhenAIdoestheshopping?Newevidenceonagenticcommerce2

WhowinswhenAIdoestheshopping?Newevidenceonagenticcommerce3

—ForAIusers,AIsearchisthreetimesmoreinfluentialthantraditionalsearch.

—Agenticcommerceishelpinge-commercelaggardsmakeupalotofground.

Ourfindingssuggestthatagenticcommerceisreshapingtheonlineshoppingexperience.As

chiefmarketingofficers(CMOs)inparticularconsidertheimplicationsofthesetrends,onepointdeservesemphasis:Agenticcommerceisnotjustanothere-commercechannel;itisthenew

engineofe-commerce(seesidebar“Agenticcommerceterms”).

Acloserlookattheanalysis

McKinseyanalysishashighlightedfiveimportanttrends.

Morethan50percentofglobalconsumersnowuseAIforshopping

Acrossthecountrieswesurveyed,53percentofconsumersonaveragehaveusedAIfor

shoppinginthepastthreemonths(Exhibit1).ChinaandIndiatogetherareabout29percentagepointsaheadoftheaverageofothercountrieswhenitcomestoadoptingAIforshopping,drivenbyhighuseofAItoolsandassistants.Indialeadsallsurveyedcountriesinuseoftheglobal

AItools,with77percentofitsAIuserssayingtheyuseAmazon’sAlexaforShoppingversus

46percentoftheaverage(excludingChina).ChinaboastsitsownrichlandscapeofdomesticAIshoppingofferings(forexample,Alibaba’sQwenandDeepSeek).

Exhibit1

Onaverage,abouthalfofconsumersnowshopwithAI,althoughconsumersinChinahavethehighestadoptionrates.

AIshoppingusersasashareofthetotalpopulation,1%ofrespondents(aged18+)

China80

India76

Brazil66

Mexico65Globalaverage53

Germany52

UK52

SaudiArabia50

US48Australia47

France44

Japan37

1Shareofadultsaged18+whousedAIchat/searchtoolsorretailerAIassistantsforatleast1shoppingtaskinthepast3months;representativesampleof11markets,weighted,n=9,988;includes110respondentsaged70+;marketspooledinproportiontosamplesize.

Source:McKinseyAgenticCommerceConsumerSurvey,June2026

McKinsey&Company

WhowinswhenAIdoestheshopping?Newevidenceonagenticcommerce4

Agenticcommerceterms

Agenticcommerce:AIagentsmediateorexecutepartsoftheshopping

journey,fromdiscoverytopurchase,onaconsumer’sbehalf(notlimitedtoAI

ultimatelycompletingthecheckout).

AIstand-alonetool:AnAIplatform(for

example,ChatGPT,Claude,Copilot,Gemini,Grok,Muse,Perplexity)thatusesmultiple

agentstoperformtaskswithoutneedingtobeembeddedinsideotherprograms.

RetailerAIassistant:AnAIshoppingtooloperatedbyaretailer,suchasAmazon

AlexaforShopping,thathelpsconsumersdiscover,evaluate,orpurchaseproducts.AretailerAIassistantmayusemultiple

AIagents.

AIagent:AnAIcapabilitythatcan

initiateandcompleteactions,such

assearchingforproducts,comparingoptions,assemblingabasket,or

completingapurchase.

AIsearch:TheuseofgenAItointerpretauser’ssearchintentandsynthesize

informationfrommultiplesourcesinto

answers,comparisons,orproductrecommendationsratherthana

conventionallistofsearchresults.

AIchat:Aconversationalinterface,suchasChatGPT,Copilot,orGemini,throughwhichaconsumercanaskquestions,compare

options,receiverecommendations,andinitiateshoppingactions.AIchatisoftenpartoftheAIshoppingexperience.

DespiteleadinginprivateAIinvestment,USconsumersarebehindtheglobalaverage,withjust48percenthavingusedAIforshopping.Some74percentofUSAIuserstrustAIchatandsearchtools,whichishigherthantheglobalaveragebutwellbelowtheleader,India,at87percent.

GenZandmillennialsareleadinggloballyintheratesforAIsearchadoptionforshopping

(62percentofGenZand63percentofmillennialsusedAIforshoppingversusthe53percent

averageforallusers).GenZintheUnitedStates,however,trailsitsglobalpeers,with57percentadoptingAIforshopping.DespiteGenZ’srelativelyhighusageofAI,GenZerstendtobemoreskepticalofAIonaverage(67percentofGenZAIuserstrustAIchatandsearchtoolsversustheglobalaverageof73percent),thoughthatvariesbycountry.

CountrieswiththehighestAIadoptionratesseethattrendcarryoveracrossgenerations.GenXandbabyboomersinChinaareadoptingAIforshoppingmorethanGenZandmillennialsinothermarkets(Exhibit2).

Exhibit2

WhowinswhenAIdoestheshopping?Newevidenceonagenticcommerce5

Acrosssurveyedmarkets,GenZersandmillennialsaremorelikelytouseAIforshoppingthanolderconsumers.

AIshoppingusers,bymarketandgeneration,1%ofrespondents(aged18+)

73²

74

87

56²

84

74

LeadersChina82

India74

64

54

27

AverageGermany74

46

29

UK65

64

45

29

US56

60

44

21

57

40

39

26

LaggardsFrance54

Japan49

GenZMillennialGenXBabyboomer

1Shareofadultsaged18+whousedAIchat/searchtoolsorretailerAIassistantsforatleast1shoppingtaskinthepast3months,bygeneration;representativesample,weighted,n=5,822acrossthe7marketsshown,including65aged70+.

²Fewerthan100respondents;indicative.

Source:McKinseyAgenticCommerceConsumerSurvey,June2026

McKinsey&Company

IntheUnitedStates,therateatwhichAIuserscompletedapurchasewithAIjumped

70percentoverlastyear’srate

IntheUnitedStates,AIuserswhomadeapurchasewithAIgrewfrom10to17percentyearoveryearonaverageacrossallcategorieswemeasuredinDecember2025(correspondingto5to

10percentofthegeneralUSpopulation).Globally,14percentofAIusersreportedusinganAItooltocompleteapurchase(correspondingto9percentofthegeneralpopulation).Whilethatrepresentsasmallpercentageshareofretailgrossmerchandisevalue,thegrowthisnotable.Acrosscategories,AIwasusedtocompletepurchasesfor7to18percentofAIusers,with

apparelpurchasesleadingtheway(Exhibit3).

Exhibit3

WhowinswhenAIdoestheshopping?Newevidenceonagenticcommerce6

ConsumersareincreasinglyturningtoAItocompletepurchases,mostofteninapparelorgrocery.

USAIuserswhocompletedapurchasedirectlywithanAItool,bycategory,past3months,1%ofrespondents

PurchasedmorethanonceorregularlyPurchasedonce

Changevs2025,

percentagepoints

Apparel,footwear,accessories

10.7

7.318.0

+8.5

Grocery

10.3

6.616.8

+11.1

Restaurantsorfooddelivery

10.0

6.616.6

+8.8

Travelandhospitality

9.9

6.516.4

+5.2

Beautyorpersonalcare

9.7

6.516.2

+6.0

Consumerelectronics

9.4

6.816.2

+3.7

Streaming,mobile,internet

8.4

6.014.4

+6.7

Wellness,nutrition,healthtech

8.1

5.613.7

+3.0

Healthcareandmedical²

7.9

5.613.5

-

Educationandlearning²

7.6

4.812.4

-

Eventsandleisure²

7.1

5.312.4

-

Financialservicesandproducts

7.1

4.611.7

+4.1

Mobility,auto,transportation

6.34.3

10.5

+1.7

Home,garden,hardware

6.04.5

10.5

+3.6

Petcare

6.34.1

10.4

+4.6

Secondhandorresaleproducts²

4.22.87.0

-

1Question:HowhaveyouusedAItoolsorassistants(eg,ChatGPT,Gemini,Perplexity)whenmakingpurchasesinthefollowingcategories?CompletedapurchasedirectlywithinanAItoolonce,ormorethanonceorregularly.AllAIusersacross11markets,weighted,n=11,088.USchangevsDec2025:USrespondentsonly.

²N/A;categorynotaskedinDecember.

Source:McKinseyAgenticCommerceConsumerSurvey,June2026

McKinsey&Company

AIusersseemeagertolet

AIdomoreofthebuying

.Inthetopsixpurchasecategories,between21and30percentofAIuserssaidtheywouldletAIcompleteapurchase,roughly1.5timesas

manyasthosewhohavemadeanactualpurchasewithAI.Retailersseethedemandandare

movingquicklytoimplementAIshoppingcapabilities,throughopenstandardssuchasthe

UniversalCommerceProtocolstackandbyopeningtheirdoorstoagentsinasecure,controlled,andstandards-basedwayasthe2026holidayseasonapproaches.

Thescaleofthechangeneeded,however,mayconstrainthefullpotentialintheshorttermgiventhearchitecture,configuration,anddeploymentworkneededacrossthousandsofglobalplayers.Implementationcomplications,forexample,havereportedlyledOpenAItoscalebackitsinstantcheckoutambitionsforthetimebeing.4Furthermore,retailersarealsodecidingwhethertoblockbotsthatarescrapingtheirsitesinalesscontrolledfashion.

4EmilyPfeifferandSucharitaKodali,“Whatitmeansthattheleaderin‘agenticcommerce’justpulledback,”Forrester,March7,2026.

WhowinswhenAIdoestheshopping?Newevidenceonagenticcommerce7

RetailerAIassistantstrailstand-aloneAItoolsbyasmuchastwotimesthroughouttheshoppingjourneybutcatchupatcheckout

CustomerspreferAIchatandsearchtoolsover

retailers’ownAIassistants

inalmostallphasesoftheshoppingjourney.Overall,56percentofconsumersusedanAIchatorsearchtoolinthepastthreemonths,versus27percentwhousedaretailer’sAIshoppingassistants.

Whenlookingmoregranularlyattheshopperjourney,twothingsbecomeclear:Oneisthat

consumersgenerallyuseAItoolslessthemoretheyprogressthroughthephasesofthe

shoppingjourney(exceptwhentheygethelponmakingadecision).Second,thegapbetween

usingstand-aloneAItoolsandretailerAIassistantsnarrowsoverthatprogression.Thatgap

closescompletelywhenanAI-usingshoppermakesapurchase,whereretailerAIassistantsaremarginallypreferred(15percent)versusAItools(14percent)(Exhibit4).

Exhibit4

AIplatformsdominatediscovery,buttheirleaddisappearsbycheckout,whereretailerassistantsareusedjustasoften.

AIuse,bytask,fromadvisingtobuying,1%ofallAIusers

45AIplatforms

RetailerAIassistants

50

33

37

31

Gotideas/inspiration

Comparedproducts

Personalizedrecommendations

Helpeddecide

Lookedfordeals

Completedcheckout

26

24

1415

23

23

29

0100

1ShareofallAIusers,11markets,weighted,n=11,088(retailerassistantnonuserscountasnotusing).Thelastpointcompares2di仟erentlywordeditems:AIplatforms“completedthepurchaseforme,”andretailerAIassistants“helpedwithcompletingapurchaseorcheckout.”

Source:McKinseyAgenticCommerceConsumerSurvey,June2026

McKinsey&Company

WhowinswhenAIdoestheshopping?Newevidenceonagenticcommerce8

PartofthereasonthatretailerAIassistantsoutperformstand-aloneAIplatformsatthepoint

ofpurchaseisthatretailAIplatformsalreadyhaveinfrastructureinplaceforliveinventory,

payments,anddelivery.

Amongretailers,Amazon’sAlexaforShoppingisthemostusedAIshoppingassistantonaverage(Exhibit5).Amongstand-aloneAItools,ChatGPTandGeminiarethetoptwomostusedin

thetenmarketsoutsideChina,asGeminihasgainedshareoverthecourseof2026.InChina,

ByteDance’sDoubaoleads.5

Exhibit5

ShoppersuseseveralAItools,notone,sobrandsneedtobevisibleacrossmultipleplatformsineverymarket.

Top3AIchat/searchtoolsorretailAIassistantsusedinthepast3months,bymarket%ofAIusers

SaudiArabia

87

ChatGPT

78

Gemini

51

Amazon

Germany

79

ChatGPT

59

Gemini

44

Amazon

Australia

83

ChatGPT

53

Gemini

43

GoogleAI

China

91

Doubao

62

Alibaba

56

DeepSeek

Japan

59

Gemini

59

ChatGPT

46

GoogleAI

Note:Marketsaresortedbythesumoftheirtop3tools’shares;ChinaandMexicoaretiedat209.InJapan,GeminiandChatGPTaretiedat59%.Amazon=Amazonforshopping;GoogleAI=GoogleAIOverview/AIMode.

US

75

ChatGPT

68

Gemini

56

Amazon

UK

80

ChatGPT

60

Gemini

49

Amazon

India

94

ChatGPT

91

Gemini

77

Amazon

Brazil

85

ChatGPT

82

Gemini

46

Amazon

France

84

ChatGPT

55

Gemini

32

Amazon

Mexico

83

Gemini

78

ChatGPT

48

Amazon

Most

used

2ndmostused

3rdmostused

1Question:“WhichofthefollowingAIchat/searchtoolsorshoppingassistantsbuiltintoretailerapps/websiteshaveyoupersonallyusedinthepast3months?”AIusers,~1,000permarket(n=11,087);weighted.

Source:McKinseyAgenticCommerceConsumerSurvey,June2026

McKinsey&Company

5ThetrustinAIcommercereport,

Product.ai

,October2026.

WhowinswhenAIdoestheshopping?Newevidenceonagenticcommerce9

WhilethemainusageforAIassistantsistomakeapurchase,theirvalueseemstogobeyondthat.AmazonhassaidAlexaforShopping6usersare60percentmorelikelytocompletea

purchase,andUScustomerswhouseAlexaforShoppingspend40percentmoreonaveragecomparedwithshopperswhodon’tusethetool.7

Amazon’sclosed-systemapproachcontrastswithShopify’s,whichreliesonopenprotocols,a

structureddatacatalogofmorethanabillionproductswithcleanattributes,real-timepricing,

andinventorythatistailoredtoeverymajorAIchannel.Notably,ShopifyreportsthatAIsearcheshittingthatstructureddatacatalogconvertatroughlytwicetherateofAIsearchesrelyingon

scrapedorstaledata.

ForAIusers,AIsearchisthreetimesmoreinfluentialthan

traditionalsearch

Globally,AIusersare3.2timesmorelikelytorank

AIsearch

toolsasmoreinfluentialthantraditionalsearchengines,and2.6timesmorelikelytorankthemhigherthanotherstronginfluences,likefriendsorfamily(Exhibit6).

Exhibit6

Biggestsingleinfiuenceonthemostrecent

purchase,1%ofrespondents

NearlyathirdofAIshopperssaidAIchatorsearchtoolswerethebiggestinfiuenceontheirrecentpurchase.

AIchator

searchtools

29

Review

websites²

12

RetailerAIassistants

10

Searchengines

9

Retailer

platforms

11

Browsingphysicalstores

8

Friendsorfamily

10

Socialplatforms

6

Other

5

1Question:Whichsourceshadthebiggestinfiuenceonyourfinaldecision?Top-rankedsource.AIshopperswhodescribedtheirmostrecentpurchase,11markets,weighted,n=5,095.

²Eg,Wirecutter.

Source:McKinseyAgenticCommerceConsumerSurvey,June2026

McKinsey&Company

6SinceAmazon’sthirdquarter2025earningscall,ithasretireditsstand-aloneRufusAIshoppingassistantandreplaceditwithanagenticAItoolcalledAlexaforShopping.

7“

Q22026A

,Inc.earningsconferencecall,”Amazon,July30,2026.

WhowinswhenAIdoestheshopping?Newevidenceonagenticcommerce10

ThatexplainswhyAIusersarealmosttwiceaslikelytouseAI-basedsearchfirstwhen

researchingormakingadecisionaboutwhattobuyasopposedtotraditionalsearchenginesorotheronlinesourcesofinformation.Respondingtothistrend,manytraditionalsearch

engineshaveincorporatedAIsearchintotheircapabilities.

WhenaskedwhatactuallydrivesAIuserstouseAIsearchwhileshopping,thetopanswerissavingeffort.Eighty-onepercentsayAIdoesagoodjobnarrowingdownandfilteringtheir

choices;80percentcitelessscrollingandclicking;and79percentcitesignificanttimesaved(Exhibit7).ConsumersareessentiallydelegatingmoreoftheresearchandevaluationworktoAIagents.

AndoncetheyuseAI,AIusersarehooked.NearlyaquarterofAIusersarenowonanAItooldaily,andaboutoneintenusethreeormoreAItoolsdaily.

Exhibit7

ConsumerssaidAItoolshelpthemnarrowdownchoices,scrollandclickless,andsavetime.

AgreementthatAIhelpswhileshopping,bybenefit,1%ofrespondents

Narrowsdownandfiltersmychoices81

Lessscrollingandclicking80 Savesasignificantamountoftime79Helpsdiscovernewbrands/products77 UnderstandswhatI’mlookingfor75 Makesshoppingfeellikelesswork75Matchesmypersonalstyleandtaste73ConfidentI’mbuyingtherightthing73Keepsmefromfeelingoverwhelmed72

1Question:WhenusingAItoolswhileshopping,howmuchdoyouagreewiththefollowingstatements?Top2boxona5-pointscale.AIshoppers,11markets,weighted,n=9,645.Responsenotshown:“getsmysearchresultsrightonthefirsttry,”67%.

Source:McKinseyAgenticCommerceConsumerSurvey,June2026

McKinsey&Company

WhowinswhenAIdoestheshopping?Newevidenceonagenticcommerce11

Agenticcommerceishelpinge-commercelaggardsmakeupalotofground

Agenticcommerceismovingfastinareasthathavetraditionallylaggedine-commerce.As

expected,someoftheconsumercategoriespullingaheadinAIaretypicale-commerceleaders(forexample,apparelandtravel).Thesurprise,however,isthatsectorswithtraditionallylow

e-commercepenetration(suchasgroceryandbeauty)arecatchingupquicklythroughagenticcommerce(Exhibit8).

Exhibit8A

Incategoriessuchasgroceryandbeauty,USe-commercepenetrationislower,yetmoreUSconsumersusedAItopurchaseinthosecategories.

USe-commerceasashareoftotalretailsales,2025,%

m

Consumerelectronicsandappliances

Petcare

Apparel,footwear,accessories

Grocery(householdgoods)

Beautyorpersonalcare

Home,garden,hardware

Grocery(foodandbeverage)

Mobility,automotive,transportation5

51

39

37

31

22

14

9

HighMediuLow

Source:2025USe-commercepenetration,Emarketer

McKinsey&Company

WhowinswhenAIdoestheshopping?Newevidenceonagenticcommerce12

Exhibit8B

Incategoriessuchasgroceryandbeauty,USe-commercepenetrationislower,yetmoreUSconsumersusedAItopurchaseinthosecategories.

USAIuserswhocompletedapurchasewithinanAItool,past3months,1%

Consumerelectronicsandappliances14

Petcare14

Apparel,footwear,accessories19

Grocery(householdgoods)21

Beautyorpersonalcare17

Home,garden,hardware12

Grocery(foodandbeverage)21

Mobility,automotive,transportation10

High

MediumLow

¹Question:Thinkingaboutthepast3months,howhaveyouusedAItoolsorassistants(eg,ChatGPT,Gemini,Perplexity)whenmakingpurchasesinthefollowingcategories?

Source:McKinseyAgenticCommerceConsumerSurvey,June2026;USAIusers,weighted,n=987.Groceryis1surveycategory(food,beverages,snacks,mealkits),sobothgroceryrowsshowthesamefigure.

McKinsey&Company

Onepossiblereasonforthisshiftisthate-commercegrewtoserveconsidered,comparison-

heavy,ship-anywherepurchasesbutstruggledtoscaleincategoriesdefinedbyfreshness,ordercomplexity,anddifficultyofreturns.Thosearepreciselythecategorieswhereanagentthat

alreadyknowstheconsumer’shousehold,shoppinghistory,sizes,andstandingpreferencescanremovethemostfriction.

EMARKETER’smodeling8pointstosignificantpotentialvalue:WidespreadadoptionofagenticcommercecouldincreaseUSe-commercesalesby11.5percentabovethecompany’sbaselineforecastsby2030.

Sixpriorities

AsCMOsconsiderhowtoactontheemergingtrendsinagenticcommerce,severalprioritiesstandout:

—WintheAIconsiderationset.GiventhegrowingpreferenceforusingAI,CMOsshouldshiftresourcestomaximizingthelikelihoodthattheirbrandsmakeanagent’sconsideration

shortlist.Thatincludesinvestinginmachine-readablecontentandproductdata,third-partyauthority,andAI-searchoptimization.

8RachelWolff,“Shopifyexpectsagenticcommercetolifte-commerceadoption,”EMARKETER,May6,2026.

WhowinswhenAIdoestheshopping?Newevidenceonagenticcommerce13

Morebroadly,CMOsshouldreconsiderbudgetstogoafterthreegroupsofshoppers:

ashrinkingsetofnon-AIuserstodefendascheaplyaspossible;afast-growingsetof

samplerstryingAItowinearly;andacoreofdeepuserswhoserelianceonAIisintensifyingandwhosehabitsaregettingstickiertoprotectfiercelybybecomingtheirdefaultchoice.

—Measureandoptimize24/7.Gatheringinsightsonconsumerbehaviorhaslongbeena

criticalcapability,butcompaniesnowneedtoaccountforconsumers’shoppingagentsas

well.Companiesneedtounderstandhowagentsinterpretconsumerwants,whichattributesandsourcesdrivetheirrecommendations,andwhybrandsmake,ormiss,theconsiderationshortlist.Andtheyneedtomeasurecontinuouslybecauseagentsdon’trest.Inour

experience,companiescanputthisstructureandmeasurementinplacewithinweeksandbeginseeingimpactwithinafewmonths.

—MakeyourproductinformationeasyforAItouse.AIagentscanonlyrecommendand

buyyourproductsiftheyhaveaccurate,up-to-dateinformationaboutthem(suchas

specifications,prices,availability,deliveryoptions,policies,andloyaltybenefits).AIsearchesconnectedtoaretailer’sproductcatalogconvertatroughlytwicetherateofsearchesrelyingonscrapedoroutdatedinformation.Here’sasimpletest:Ifanagentaskedwhataproduct

costs,whetheritisinstock,whenitcouldbedelivered,andwhetheritcouldbuyitnow,couldyoursystemsaccuratelyrespond?Ifnot,improvingtheunderlyingproductdataandsystemsshouldbeapriority.

—Protectyourmostcriticalassets.Asagenticcommerceg