AI powered agents may change shopping habits in the future—altering the traditional retail media model and the way shoppers interact with retailers. Kiri Masters recently posted a LinkedIn article with her take on this and we have summarised below.
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As AI-powered shopping agents become more prevalent, the future of retail media is set for a dramatic shift. Currently, shoppers interact directly with retailer websites, browsing search results, and evaluating products before making a purchase. But soon, AI agents could take over the entire shopping experience, acting as intermediaries between consumers and retailers. Instead of searching for products themselves, shoppers could simply task an AI agent with a shopping list, and the agent will compare prices across retailer stores, check stock, shop for preferred brands but also consider sale products, make purchases based on the user’s preferences and arrange delivery based on a shopper calendar.
In the traditional retail media model, brands rely on sponsored listings and display ads to capture consumer attention; however, if AI agents were handling all the shopping decision-making, retailers and brands would need to optimise not just for human attention but for AI discoverability.
How can brands optimise for AI shopping assistants?
- Brands must ensure that their product’s unique selling points (USPs) are clear.
- Product page content should focus on highlighting USPs, rather than simply optimising for high-volume search terms.
In an AI-driven world, it’s not just about being seen by shoppers, but ensuring AI agents can effectively recommend products.
This evolving landscape means the retail media future is not just about catching the eye of human shoppers, but facilitating discovery by AI shopping agents.