Know your AI consumer

Agentic commerce is reshaping how purchase decisions are made in digital retail. Instead of guiding users through linear journeys of product discovery and comparison, retailers are increasingly interacting with systems that can interpret intent, evaluate options, and act on behalf of the consumer, signaling a broader shift in agentic commerce consumer adoption. This transition redefines the role of the customer from active decision-maker to participant in a decision delegation model, where control is partially or fully transferred to AI.