From Discovery to Decision: The Impact of AI Agents on the Future of Consumer Journeys

Generative AI has moved beyond being a novelty and now plays a central role in how people shop and make decisions online. Among the most significant changes is the rise of AI agents—autonomous digital assistants that can handle complex tasks like researching products and completing purchases. These AI agents are not only changing how users interact with technology but also shifting the balance of power in the customer journey, affecting who controls value in commerce.

How AI Agents Change the Way Consumers Shop

Traditionally, consumers followed a clear path: they recognized a need, searched for options using search engines like Google, read reviews, and then chose a retailer. Brand loyalty often came from familiarity and convenience, with switching costs keeping customers tied to certain stores or platforms.

Today, AI agents are rewriting this process. Instead of manually searching and comparing, consumers delegate these tasks to AI assistants. These agents gather information, weigh options, and sometimes even complete transactions on behalf of the user. This shift means consumers rely less on traditional search engines and e-commerce sites and more on AI to guide their choices.

AI assistant device on desk

The New Gatekeepers in Commerce

Companies like OpenAI with ChatGPT, Anthropic with Claude, Google with Gemini, and Perplexity are leading this transformation. Their AI agents act as gatekeepers, deciding which brands and products consumers see and buy. This role gives AI agents significant influence over market dynamics.

One estimate suggests AI agents could reduce Google's dominance in search within four years. This change is not just about search engines losing ground; it represents a broader shift where retailers and platforms lose some control over customer interactions. Instead, AI agents become the key players in shaping consumer decisions.

What This Means for Brands and Retailers

The traditional tools brands use to attract customers—SEO, paid ads, influencer partnerships—are becoming less effective as AI agents take over discovery and decision-making. Brands now face a new challenge: ensuring their products and services are favored by AI agents when these assistants make choices for consumers.

This requires a new approach called AI agent optimization (AAO). Brands must understand how AI agents evaluate options and tailor their offerings to be selected. This might involve providing structured data, clear product information, and building trust signals that AI agents can recognize and prioritize.

Practical Steps for Businesses to Adapt

• Focus on data quality

Ensure product details are accurate, complete, and easy for AI to interpret.

• Build trust signals

Use verified reviews, certifications, and transparent policies that AI agents can assess.

• Engage with AI platforms

Collaborate with AI developers to understand their ranking criteria and optimize accordingly.

• Monitor AI trends

Stay informed about how AI agents evolve and adjust strategies to maintain visibility.

AI-driven product recommendations on screen

The Future Consumer Journey Is More Delegated

As AI agents take on more responsibility, consumers will increasingly delegate discovery and purchasing decisions. This delegation changes the relationship between brands and customers. Instead of competing directly for attention, brands must compete to be the preferred choice of AI agents.

This shift also means consumers may experience more personalized, efficient shopping. AI agents can quickly filter options based on individual preferences, budgets, and values, reducing the time and effort needed to make decisions.

Preparing for the New Reality

Businesses that recognize this change early will have an advantage. The rise of AI agents marks a turning point where the traditional customer journey collapses into a more dynamic, AI-driven process. Brands that adapt by focusing on AI agent optimization will better connect with consumers and capture value in this new landscape.

The key takeaway is clear: the future of commerce depends on how well brands can work with AI agents, not just consumers. Preparing for this future means rethinking marketing, product presentation, and customer engagement with AI at the center.