Agent Commerce

US retailers, including QVC and Kohl's, are divided over how to respond to agentic shopping — AI assistants that browse and buy on behalf of consumers. Some see the technology as a new sales channel and are adapting, while others worry about losing direct customer relationships and control over pricing and branding. The split reflects broader uncertainty in retail over how quickly AI-driven purchasing will reshape online commerce.

AI agents designed to browse sites, compare products and complete purchases on behalf of consumers are emerging as the next frontier of online shopping. Some retailers, however, are blocking these automated agents from their sites, citing concerns over control of the customer relationship, data, and pricing. The standoff highlights a growing tension between retailers protecting their direct-to-consumer channels and AI companies pushing agentic commerce into the mainstream.

Brands are adjusting how they market products as artificial intelligence agents increasingly shop on behalf of consumers. Instead of pitching to human shoppers with emotional advertising, companies are optimizing product data and descriptions so AI assistants can find, evaluate and recommend their goods, a shift with significant implications for e-commerce and digital marketing.