Retail in 2026: What brands must fix before AI leaves them behind

In the past year, at least a dozen major tech firms and retailers have launched artificial intelligence shopping agents. AI is no longer operating quietly behind the scenes; it’s taking an active role in how people shop, compare and decide. Over the coming months, this shift will make life much better for consumers and much more difficult for brands that aren’t prepared. With 39 percent of consumers and most of Gen Z already using AI for product discovery, shopping habits have changed. AI shopping isn’t emerging, it’s here — and brands need to catch up.