Customers expect convenience and choice in their retail experience, but for many, the reality often falls short. Shoppers are increasingly frustrated by the purchase journey, whether it’s sifting through an overwhelming number of near-identical options, to issues such as late deliveries and incorrect orders. As a result, many are turning to new tools such as artificial intelligence (AI) to simplify the process for themselves.
According to Cognizant’s research, AI-savvy consumers could be responsible for up to 55% of all purchasing activity across sectors by 2030 – worth £690 billion in the UK alone. A major force behind this change is agentic AI – intelligent tools that act on behalf of the shopper. These aren’t just voice assistants. They can find products, compare features, make recommendations and complete transactions. In effect, the AI is quickly becoming the customer. Retailers that don’t adapt to these new behaviours risk losing visibility with their audiences altogether.
The AI-powered shopper is here
Tools like Amazon’s Buy for Me and Google’s Shop with AI are early signs of this new way of shopping. These platforms give users the option to hand over elements of the shopping process to AI, a move that promises to ease the burden of decision making and bring new levels of speed and simplicity. As more consumers embrace this approach, retailers will need to rethink how and to who they market.
If the first point of contact is no longer a person but an AI agent, then traditional tactics like branding, visual merchandising or website design will have reduced impact. Instead, the focus will move to how easily machines can find and understand product information. Retailers will need to ensure that data, from specifications and availability to pricing and reviews, is accurate, structured and optimised for AI discovery. Products will no longer be browsed by humans but scanned and filtered by autonomous systems making selections on someone else’s behalf.
Younger consumers are leading the way
This trend is particularly strong among younger and higher-income consumers. People under 35 are far more likely to use AI throughout the buying process, particularly for everyday items like groceries, toiletries and clothes. For this group, convenience matters. Many are comfortable letting technology take over simple tasks, and when it comes to low cost, low risk products, they’re happy for AI to handle the entire purchase.
Retailers in these fast-moving categories are well placed to respond. By offering smart reordering, personalised subscriptions and smooth checkout experiences, they can build loyalty through hassle-free service. The opportunity isn’t just to drive more sales but to become part of the daily habits of tech-savvy customers who expect brands to keep up with their lifestyles.
High-value purchases still need the human touch
However, Cognizant’s research paints a different picture when it comes to bigger, more complex purchases, such as appliances, electronics or luxury goods. In these categories, consumers are less likely to trust AI to make decisions on their behalf, and more likely to want human input, reassurance and control. This is especially true for older shoppers, who show a strong preference for managing these transactions themselves.
This contrast calls for a more considered approach. In areas where trust, personalisation and emotional value are key, AI shouldn’t replace people but support them. Conversational tools can still help by explaining product details, suggesting alternatives or booking appointments with human advisors. Here, the goal is to enhance the experience, not to automate it entirely.
Fixing the forgotten stage of shopping
The post-purchase experience is another area where AI can make a real difference. Despite growing capabilities, many consumers are still reluctant to use AI for things like managing returns, tracking deliveries or accessing support. Yet these are exactly the areas where automation could bring speed and clarity to a part of the journey that often feels frustrating.
Retailers should focus on demonstrating the value of AI in these interactions, particularly by using conversational tools that feel more intuitive and less transactional. Even for luxury goods, where the emphasis on bespoke service and curated experiences means consumers are far less inclined to value AI, it can support post-purchase engagement in subtle ways, such as scheduling services, providing updates or handling care requests, without taking away from the brand’s personal touch.
The rise of the agentic internet
These developments point to the rise of the agentic internet – a world in which AI agents become the main way consumers interact with brands. As these tools search, compare, buy and manage products on users’ behalf, they will reshape how visibility, loyalty and influence work.
Retailers have less than five years to respond. That means investing in clean, structured product data, adapting automation where it’s welcomed, and keeping the human touch where trust matters. Front and back-end systems must align, so what the AI promises is delivered in reality.
Most importantly, brands must recognise that the customer won’t always be a person behind a screen. Increasingly, it will be an algorithm making split-second decisions. Those that succeed will be the ones serving both the human and the agent.
