What CMOs must prepare for in AI-driven shopping journeys

Artificial intelligence is beginning to reshape how customers discover products. Retail AI agents and product discovery are becoming closely linked as conversational search engines and shopping assistants grow more common, shortening the path between customer intent and product selection. For years, retailers optimized discovery through search rankings, marketplace visibility, and onsite merchandising. AI agents introduce a different dynamic. Instead of navigating storefronts, shoppers increasingly rely on systems that interpret their intent, evaluate available options, and present a shortlist of products.