Agentic AI is top of mind for brands. As consumers increasingly use AI tools like ChatGPT, Perplexity and Gemini to research and discover new products and services, a small, but growing number are beginning to buy items, too.
The shift in search is throwing a wrench into the brand-customer relationship. If consumers go to third-party AI, it reduces the role company websites play in digital shopping experience. Companies are grappling for control of customer data and customer loyalty.
Some, like Amazon CEO Andy Jassy, say retailers have the upper hand. Retailers from BestBuy to Home Depot and Wayfair are rushing to partner with leading AI companies.
Brands risk AI assistants becoming the storefront and brands simply becoming fulfillment, Julie Geller, principal research director at Info-Tech Research Group, told CX Dive earlier this week.
“Discovery, evaluation and repeat purchase start happening elsewhere, which means less control over the experience, less first-party signals, and a weaker loyalty loop, even if topline revenue looks stable in the short term,” Geller said.
Building relationships with customers may become harder than ever, but brands also risk being left out if they don’t explore agentic. So what do CX leaders need to know? CX Dive put together 7 articles on the topic:
