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Own the agenticcommerce experience Consumers are ready Contents Introduction AI agents are joining the shopping journey......4 Part one Precision spending: Understanding consumerpriorities as AI agents come online................10 Part two Converged commerce: Orchestratingphysical, digital, and AI-enabledshopping experiences....................................14 Part three The trust imperative: Building the foundationwith people to be ready for AI........................20 Action guide...................................................26 How IBM can help IBM helps retail and consumer productsclients drive productivity and innovationusing AI and automation technologies. Webring a comprehensive portfolio of solutionsacross business functions so clients canimprove customer experiences whileoptimizing operations. For more informationon our retail and consumer productssolutions, please visit:ibm.com/industries/retail,ibm.com/consulting/retail, andibm.com/industries/consumer-goods. Keytakeaways “How do you make surean agent is choosingyour brand over another?What’s the role of thebrand or retailer? Theseare interesting questionsthat we need to answer.” Shoppers are spending strategically,generating the behavioral data that willtrain tomorrow’s AI systems. Economic pressure is changing both how much and howpeople buy. A third of consumers surveyed globally aretrading down to budget-friendly alternatives, while othersselectively indulge or pay more for trusted brands. As AIagents come online to assist with purchases, they’ll needto navigate these same nuanced decisions between price,quality, and trust. Byron Ells, Vice President,Marketing Technology andDigital Experience, Sobeys From assistants to agents, AI isreshaping the shopping journey. Nearly three-quarters (72%) of consumers still shop instores, but AI-assisted shopping is emerging: 41% use AIassistants to research products, 33% to look for reviews,and 31% to search for deals. Brands and retailers mustorchestrate the converged experience no matter wherethe journey begins or ends. The foundation of brand relationships,trust must now be earned by bothpeople and algorithms. 52% of consumers are comfortable sharing theirdata, but collectively, 83% share multiple overlappingconcerns about privacy, misuse, and unwanted marketing.Brands must fortify data practices to build trust withconsumers today and credibility with AI agents thatwill purchase tomorrow. Introduction AI agents are joiningthe shopping journey Your next customer may not start their shopping journeybrowsing your website, scrolling your social media, orvisiting your store. A seismic shift in commerce is underway with the transition from people-ledbrowsing to AI-assisted discovery and eventually to autonomous AI agentsmaking purchases on the shopper’s behalf (see Definitions on page 6). Already, OpenAI’s ChatGPT includes instant checkout for Etsy and Shopifyshoppers without leaving the ChatGPT app,1with PayPal integration coming in2026.2Perplexity AI’s “Shop Like a Pro” researches and recommends productsand then offers one-click checkout to US subscribers.3 A new IBM Institute for Business Value study of more than 18,000 consumersreveals they are ready to take the next step in AI-assisted shopping. Their use ofAI applications such as ChatGPT, Google Gemini, and other chatbots increased62% over the last two years, and even more for Gen X (82%) and Boomers(92%). At the same time, consumers say AI personal shoppers and autonomousdelivery are nearly as important as beautiful stores in the ideal shoppingjourney. The appeal is clear: they state their needs and AI handles the rest,comparing prices, confirming availability, and orchestrating transactions. Thequestion is whether brands and retailers can ensure their products arediscoverable and trustworthy within these AI-driven ecosystems. Global consumer usage of AIapplications such as ChatGPT hasgrown 62% over the last two years. This shift coincides with broader changes in consumer behavior. We identifiednew consumer segments defined by heightened price sensitivities, changingpriorities, and engagement preferences (see Perspective, “Consumer segmentsthat matter now” on page 8). In this report, we draw on our proprietary consumer research as well as aproprietary survey of retail and consumer products leaders to address thisnew world in three phases. In part one, we set the stage with insights on howconsumers are redefining value right now and what this means for AI-assistedshopping. In part two, we explore how the shopping landscape is starting to shiftto agentic commerce experiences. Part three dives into the tricky adjustments inbrand relationships that people and AI require. Along the way, we outline the importance of AI integration and explain theevolution of brand advocacy networks. We conclude with an action guide ofpractical steps retailers can take to align with consumers, integrate and advanceAI strategically, and p