Unpacked: How agentic AI is reshaping the consumer journey

This marks a fundamental shift in how shoppers discover, evaluate and purchase products. By 2030, agentic AI is projected to account for 15%–25% of total U.S. e-commerce, according to Bain & Company — an indication that businesses won’t truly be omnichannel unless they have incorporated agentic shopping experiences. 
In this new landscape, loyalty and incentive programs are becoming the defining factor in whether brands compete on differentiated value or on price. That’s because AI agents currently surface the easiest discounts to apply (or worse, discount codes that have been unofficially shared online), not the outcomes brands and retailers rely on like margin, retention or long-term customer value which can be achieved through loyalty.