When AI becomes the shopper – How brands must prepare for the agentic commerce era
Not long ago, shopping online meant opening multiple tabs, comparing prices, reading reviews, and second-guessing every decision. Today, that process already feels exhausting. In the near future, it may disappear entirely. Imagine telling an AI assistant, “Buy the best running shoes under Rs 10,000 for long-distance training,” and minutes later receiving a confirmation message that the purchase is complete. No browsing, no scrolling, no checkout forms. The decision has been made by an intelligent agent acting on your behalf. Well, this is no longer science fiction. It is the direction global commerce is rapidly moving toward. For two decades, digital commerce has been built around search. Consumers searched for products, brands optimised for keywords, and platforms competed for attention. The entire system relied on one assumption: humans make the final decision. I feel slowly that assumption is now breaking. Large language mod...