Retail’s AI revolution is entering its third wave. After predictive AI and generative AI, autonomous agents capable of completing shopping tasks without human intervention are emerging as the next frontier. Salesforce’s latest industry research reveals that 32% of consumer goods companies have already fully implemented generative AI, with digital commerce as a primary focus area. As the technology evolves from answering questions to taking action, brands and retailers face urgent decisions about how to adapt their digital presence, product content, and media strategies.
The transition from generative AI to agentic AI represents a fundamental shift in capabilities. While chatbots and assistants like Amazon’s Rufus can answer questions about products, autonomous agents can complete entire shopping journeys—from discovery to purchase—with minimal human intervention.
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