New Zeta Global Research Signals the Rise of Agentic Commerce
The Rise of Agentic Commerce: How AI is Shaping Consumer Shopping Behavior
Introduction
The landscape of retail and consumer behavior is evolving with the advancement of artificial intelligence (AI). New research by Zeta Global reveals a significant shift toward “agentic commerce,” a trend where consumers are increasingly trusting AI systems to make shopping and purchasing decisions on their behalf. In this article, we explore the implications of this development and what it means for brands aiming to stay ahead in a changing marketplace.
Understanding Agentic Commerce
Agentic commerce refers to a growing consumer willingness to delegate the decision-making process for shopping to AI-powered systems. This shift is driven by the convenience and efficiency that AI provides in tasks such as automatic reordering of products and personalized product discovery.
According to a survey of 2,000 U.S. adults conducted by Zeta Global, parents are leading this trend by showing greater trust in AI tools to manage and simplify their shopping responsibilities. These individuals value AI’s capabilities in anticipating needs and streamlining the purchasing process, though they still prefer to complete their transactions directly with the brands themselves.
Key Implications for Brands
This emerging consumer behavior highlights important considerations for brands and marketers. To capture the attention of consumers and their AI shopping agents, brands must:
- Optimize their presence for both human shoppers and AI recommendation systems.
- Offer personalized AI-driven experiences that foster consumer trust and engagement.
- Ensure seamless and trustworthy transaction processes as consumers like to finalize purchases directly with brands.
By aligning marketing strategies with this dual engagement approach, brands can increase their visibility and relevance in an AI-influenced shopping environment.
Key Insights
- What is driving the rise of agentic commerce? Increased consumer trust in AI’s ability to handle specific purchasing tasks, especially among parents, is a key factor.
- How do consumers want to interact with AI in commerce? Consumers prefer AI to handle routine tasks like reordering but want to complete purchases directly with brands.
- What should brands prioritize? Developing personalized AI experiences that connect authentically with consumers while optimizing for AI system discovery.
Conclusion
Agentic commerce is reshaping how consumers shop by integrating AI as an assistant in purchasing decisions. Brands that recognize and adapt to this trend by creating trustworthy AI interactions and balancing automated and human shopping experiences are likely to thrive. As AI becomes increasingly entwined in commerce, personalized and seamless AI experiences will be crucial in capturing and maintaining consumer loyalty.