What: Autonomous AI shopping agents are emerging as retail's third wave of AI innovation, with 32% of consumer goods companies already implementing generative AI and moving towards complete shopping journey automation.

Why it is important: This evolution represents a critical turning point in retail, as autonomous agents reshape traditional retail media strategies and content requirements, while addressing the 73% of consumers who feel overwhelmed by online shopping choices.

The retail industry is witnessing a significant transformation as it enters the third wave of AI innovation through autonomous shopping agents. Following the evolution from predictive AI to generative AI, these autonomous agents can now complete entire shopping journeys with minimal human intervention. Salesforce's research reveals that 32% of consumer goods companies have already fully implemented generative AI, primarily focusing on digital commerce applications. This transition marks a fundamental shift in capabilities, moving beyond simple question-answering to autonomous action-taking. Major retailers like Saks and SharkNinja are already implementing these technologies through platforms like Agentforce, enabling sophisticated customer interactions and automated shopping processes. The impact extends to retail media networks, where traditional advertising approaches are being reconsidered as AI agents begin influencing purchasing decisions. For brands and retailers, this shift necessitates a recalibration of their digital presence, content strategy, and retail media approach. The emphasis is moving towards structured data and standardised attributes that AI agents can effectively process, potentially transforming how products are discovered and purchased. Despite concerns about outcome quality and employee acceptance, the technology's rapid adoption suggests its transformative potential is being widely recognised.

IADS Notes: The retail industry's transition to autonomous AI shopping agents, as discussed in the article, is strongly supported by recent market developments. In January 2025, research revealed that 38% of global consumers were already actively using AI tools for shopping, with an impressive 80% reporting positive experiences. This consumer readiness coincides with significant operational improvements, as demonstrated by Klarna's AI assistant reducing customer resolution times from 11 to 2 minutes. The impact on retail media is particularly noteworthy during the 2024 holiday season, where AI influenced USD 229 billion in spending through targeted offers. These developments validate the article's prediction of a fundamental shift in retail, especially considering that 87% of companies implementing AI reported revenue increases of 6% or more. The transformation is particularly timely, as 73% of consumers report feeling overwhelmed by traditional online shopping experiences, suggesting that autonomous AI agents could address a significant market need.

How autonomous AI shopping agents will transform retail