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In this Fast Company article, Aurora Insights Founder & CEO Todd James looks at what agentic commerce could mean for retailers. As AI agents take on more of the shopping process, they may increasingly decide not just what to buy, but where to buy it. That shifts competition beyond the customer experience to areas such as price, availability, fulfillment, loyalty and data. The article outlines what retailers should be thinking about now as that shift begins. Originally published in Fast Company.
Aurora Insights Founder & CEO Todd James examines how agentic commerce could change the way retailers compete. Today, retailers spend heavily to influence consumers and build direct customer relationships. As AI agents take on more of the discovery, comparison and purchase process, some of those decisions could move to the agent. That means retailers will need to think about what makes an agent choose them, including price, product availability, fulfillment performance, loyalty economics and access to data. It also raises a bigger question around who owns the customer relationship when a third-party agent sits between the consumer and the retailer. The article lays out the implications for retailers and the capabilities they should be building now.
The article was originally published in Fast Company. You can read the full article here.
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