""Agentic AI will transform the front end of shopping fastest in 2026, especially in discovery and decision-making," said David MacDonald, executive vice president of retail and commerce experience at Razorfish. "We're already seeing this in the surge of client requests for GEO discovery guidance and LLM visibility, which is a clear sign that consumers are increasingly relying on AI assistants to plan meals, build lists, find gifts, and surface products from contextual prompts rather than keywords.""
"GenAI chatbots in proven ecommerce environments like Amazon are positioned to earn trust from shoppers and get them closer to making purchases, and retailers are poised to take advantage of that. For example, in November, Amazon introduced an "Auto Buy" function in its Rufus chatbot. Moves like this will open up more of the customer journey to AI tools, making it more attractive for shoppers to adopt the technology."
Consumers are increasingly adopting AI chatbots for shopping activities, with 46% of teens using chatbots several times a week and 48% of consumers planning or using AI for holiday shopping. Generative AI is being used for product research, recommendations, and decision-making, shifting discovery from keyword search to contextual prompts. Agentic AI will transform the front end of shopping in 2026, enabling assistants to plan meals, build lists, find gifts, and surface products. GenAI chatbots in established ecommerce environments are positioned to earn trust and accelerate purchases; features like Amazon's Rufus "Auto Buy" expand AI's reach across the customer journey.
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