A growing share of shoppers are not human. They are AI agents researching, comparing, and increasingly purchasing on behalf of consumers. Recently, OpenAI has pushed ChatGPT deeper into product discovery and merchant apps; Google has launched a universal commerce protocol (UCP) to let AI agents transact across retailers; and Amazon has released tools that let its agents shop other retailers' sites on customers' behalf.
Wizard, an AI-native shopping agent cofounded by Marc Lore and CEO Melissa Bridgeford, is coming out of a nearly 5-year private beta with an ambitious promise: to end the era of endless scrolling in ecommerce and replace it with a personalized and streamlined shopping experience. Launched publicly on Feb. 11, the New York-based startup is betting that the next wave of online retail will be driven not by bigger marketplaces,
An example shared by Microsoft shows someone using Copilot to search for a small lamp for their bedside table. The chatbot responds with a recommendation, along with a "Details" button for more information and a "Buy" option. Hitting the "Buy" button pulls up a checkout screen where you can enter shipping and payment information and confirm your purchase without visiting the retailer's website.
For the past three decades, most of digital advertising has revolved around one obsession: performance. Marketers leaned on channels that could prove conversions: search ads, programmatic retargeting and affiliate links. A purchase trackable to a click was gold. Multi-touch attribution (MTA) models thrived. Conversely, brand-building was often dismissed as harder to justify next to the cold precision of ROAS spreadsheets.
Four months ago, industry veterans were debating whether AI shopping agents could disrupt Amazon and Walmart's dominance. Today, those same retailers are racing to build the infrastructure that makes those agents possible. That's how quickly this is moving. For the past 25 years, the retail website has been sacred territory. Brands controlled the narrative, captured data, and converted browsers into buyers. AI shopping agents are about to do to websites what e-commerce did to storefronts: not eliminate them, but fundamentally transform their purpose.
