Retailers are already contending with inflation, price shifts due to tariffs, and the imminent holiday rush. Now, they face a new challenge: understanding how to cater to AI agents that redefine the shopping experience. These agents require products to meet specific criteria that are starkly different from human-driven searches, fundamentally changing how businesses approach online retail. As AI agents gain prominence, retailers must adapt to maintain a competitive edge.
In the past, AI’s integration into retail primarily focused on improving supply chains or customizing marketing strategies. However, recent discussions, particularly by Scott Eckert of Mirakl Americas, highlight that modern AI agents address not only user queries but consider rich context. This diverges from earlier AI implementations, which were less nuanced, focusing on general keyword matches and predictive analytics. Today’s AI agents refine these approaches, offering more precise product recommendations, thus reshaping product discovery.
How Are AI Agents Changing Product Discovery?
AI agents now add significantly more context than conventional search methods, making discovery more precise. They process detailed requests that reflect specific user scenarios, thereby requiring merchants to enhance their product listings with richer data and images. Scott Eckert emphasized,
“Discovery is no longer about appearing in search results; it’s about agents prioritizing your product for consumers.”
This shift mandates retailers to maintain impeccable product data quality to remain considered by these discerning agents.
Are Retailers Adapting Quickly Enough?
Many retailers are adapting by experimenting with AI technologies to better serve online customers. Initiatives such as Lowe’s “Mylo” exemplify efforts to utilize AI on-site, helping interpret user interactions while providing insights into AI operations. There is an ongoing move towards embracing a platform model that integrates large language model searches, broadening the range of products visible to consumers.
While both Walmart and Amazon (NASDAQ:AMZN) recognize the rising importance of AI, their approaches differ. Walmart widely experiments across various business fronts with AI, aiming to enhance its processes comprehensively. In contrast, Amazon restricts third-party AI access to its marketplace. Eckert commented that
“No single blueprint exists; businesses must experiment to see where AI delivers value and prepare for broader future applications.”
This uncertainty calls for proactive partnerships with technology providers for robust integration.
The rapid proliferation of agentic commerce demands that merchants hone their ability to convert complex data into formats comprehensible to AI. This involves a meticulous evaluation of product catalog integrity — ensuring correct attributes and proper metadata. Retailers should continuously innovate and test across various platforms to determine optimal strategies for visibility among AI agents like Perplexity, ChatGPT, and Claude.
Preparing adequately for the agent-dominated space involves a concerted effort to manage product databases and refine logistic operations. Retailers seeking extensive market presence must invest in enhanced data management and operational efficiency aimed at AI agents as a primary discovery point, thereby cementing their position in modern commerce.
Retailers can benefit significantly from adapting their strategies to the requirements of AI agents in the competitive landscape of retail. Successful businesses will require continued agility and strategic partnerships to maintain their relevance and thrive within this evolving context.
