Research: Traditional Marketing Doesn’t Work on AI Shopping Agents

A growing share of shoppers are not human. They are AI agents researching, comparing, and increasingly purchasing on behalf of consumers. Recently, OpenAI has pushed ChatGPT deeper into product discovery and merchant apps; Google has launched a universal commerce protocol (UCP) to let AI agents transact across retailers; and Amazon has released tools that let its agents shop other retailers’ sites on customers’ behalf.