"As a self-admitted commerce nerd who has reported closely on e-commerce since 2013 (in tons of articles, yes, but also in book, podcast, and onstage interview form), the rise of companies big and small that are using generative and agentic AI systems to innovate in and around consumer purchasing decisions has been a breath of fresh air. Today, even as a naturally skeptical person allergic to BS, I feel like the sector is on the verge of legitimate widespread disruption."
""If you're buying a bike for $3,500 that you're going to use every day," Moore told me, "and you have this AI coach who walks through with you exactly what you might need, based on all of these specifications, maybe you're willing to throw an extra $50 that way, versus if you're buying a $50 sweater, you're probably not going to be willing to pay the AI.""
Generative and agentic AI systems are enabling companies to automate and innovate around consumer purchasing decisions, creating potential for widespread disruption in commerce. AI agents can execute routine purchases like grocery replenishment when inventory and price thresholds are met, and can act as paid consultants for higher-consideration functional buys such as ovens or commuter bikes. Price-tracking automation and specialized recommendation services can change purchase flows and consumer willingness to pay. Attribution and discovery use cases—such as identifying celebrity outfits or product dupes—are driving subscriptions among younger users. Many startups will fail, but the wave of new ideas is likely to reshape e-commerce.
Read at Fortune
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