The evolution of generative AI and agentic commerce is poised to transform the customer journey, streamlining the path from awareness to purchase and beyond. A research report from CBInsights outlines three key predictions for how these technologies will reshape the shopping experience across its five stages—awareness, consideration, purchase, post-purchase, and loyalty.
The report leverages CB Insights data on early-stage fundraising, public companies, and industry partnerships to forecast a future where autonomous commerce becomes as simple as saying “yes.”
The first prediction centers on the growing importance of first-party transaction data in driving AI-powered personalization, particularly during the awareness and consideration stages.
As AI agents become more sophisticated, companies with direct access to customer purchase histories—think Amazon or Walmart—will hold a significant advantage.
These agents can analyze past behaviors to tailor product recommendations with uncanny precision.
For instance, imagine an AI notifying you that a hair dryer you’ve been eyeing is on sale, complete with a product page highlighting benefits specific to your curly hair, all based on data from previous purchases.
This level of customization not only enhances the shopping experience but also strengthens consumer trust and engagement.
The research report suggests that businesses lacking robust first-party data may struggle to compete as personalization becomes a baseline expectation.
The second prediction posits that direct-to-agent (D2A) commerce will upend traditional loyalty programs.
As AI agents take over browsing and purchasing tasks, they’ll optimize shopping across a curated set of merchants, prioritizing value and convenience over brand allegiance.
The report envisions a scenario where your AI agent, armed with your preferences and budget, shops across platforms like Google, Amazon, or Apple, rendering points-based loyalty schemes less effective.
This shift challenges retailers to rethink how they retain customers when an agent, not a human, makes the final call.
Companies will need to forge partnerships with these AI ecosystems or risk losing relevance as agents streamline decisions, potentially reducing the emotional connection consumers once had with specific brands.
Finally, the report predicts that a handful of AI agents, backed by tech giants like Amazon, Google, and Apple, will own the customer relationship.
These companies already possess the infrastructure—distribution networks, financial services, and vast data pools—to integrate AI agents seamlessly into the commerce ecosystem.
Picture an agent that not only buys your hair dryer but also suggests complementary products, schedules delivery, and manages returns, all within a single platform.
This consolidation could marginalize smaller retailers unable to plug into these dominant systems.
The report highlights how these tech professionals are already building AI systems capable of autonomous transactions, signaling a future where they become the primary touchpoint for consumers.
CB Insights’ analysis underscores a commerce landscape on the brink of transformation.
The team at CBInsights further noted that generative AI and agentic commerce promise a frictionless, highly personalized customer journey, but they also raise questions about competition, privacy, and the role of human agency in shopping.
The report concluded that as tech and e-commerce platforms race to deploy these systems, businesses must adapt—or potentially risk being left behind in an autonomous shopping evolution.