**AI Shopping Agents Revolutionize Retail and Advertising**

The emergence of AI shopping agents, led by companies like Amazon, Google, and Perplexity, is transforming the retail landscape. These assistants promise seamless, personalized shopping experiences, potentially replacing traditional research and purchase processes. While offering unprecedented precision and personalization in targeting consumers, AI agents also pose a challenge to traditional business models, including advertising strategies and influencer marketing.

Retailers may need to adapt by focusing on top-of-funnel brand-building and emotional connections, rather than relying on lower-funnel tactics like keyword targeting. Influencers will see their roles evolve, shifting towards creating qualitative insights that feed into AI systems. Retail websites might become less relevant for routine purchases, with a focus on discovery, storytelling, and inspiration.

This development is not without risks, as retailers and brands must invest in systems to deliver accurate product information to these agents. Those who adapt and prepare will have an advantage, but those who resist may be left behind.

Source: https://www.forbes.com/sites/jasongoldberg/2024/11/22/ai-shopping-agents-are-here-they-will-reshape-retail-and-advertising/