When AI agents start shopping for us, retail’s identity stack needs a rewrite

The retail industry is about to lose one of its oldest assumptions: that the shopper at checkout is definitely a human.

30 to 45 percent of U.S. consumers already use generative AI for product research and comparison, and that reliance will inevitably become more pronounced at checkout.

Agentic commerce is beginning to find its way into more consumers’ buying journeys as they look for new ways to shop.

If this new way of shopping maintains its pace, agentic shoppers could make up $190 billion to $385 billion in U.S. ecommerce spending by 2030.

AI agents aren’t only an emerging trend, they are becoming a new class of customer in the commerce ecosystem. But retailers' platforms and websites were not built for this kind of machine-led activity.

There are new pressures building on merchants to rethink and redesign their systems to support autonomous agents and avoid misclassifying legitimate traffic as risky...

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