Artificial intelligence (AI) is already a constant presence in our purchases, even when we don’t notice it. It’s in the algorithms that decide what we see, the suggestions we receive and even the products that end up “appearing” in the cart.
On the retailers’ side, it is the tool that allows them to better understand consumer behavior and anticipate what they will want next. On the buyer’s side, it translates into convenience, personalization and, often, savings.
The “automatic basket”, for example, brings together the usual products and adds others that make sense based on purchasing routines and consumption history. It saves time and prevents forgetfulness, but it also reinforces that unsettling feeling of “is my cell phone listening to me?”. Added to this are product recommendations and personalized promotions — coupons that appear at the right time, offers that seem tailor-made — all aimed at creating a more fluid, faster and efficient experience.
In a market where competition is fierce, customer experience is at the forefront top of mind from various retailers. Whoever can get to know the consumer better and make the process simpler and more enjoyable wins. This is where AI comes into its own — adjusting recommendations, predicting needs, and shaping every interaction, both online and in-store.
But the next big transformation has already begun. OpenAI recently launched Instant Checkout, a ChatGPT feature that allows you to purchase directly from the conversation — without leaving the chat. The system uses the Agentic Commerce Protocol, an open standard that allows AI agents, people and companies to work together to complete a purchase.
The functionality, still limited to the United States, allows you to confirm the purchase, shipping and payment in the chat itself. The retailer maintains control of the process, but the role of AI changes radically: it goes from ‘recommender’ to digital buyer.
It is the first step towards a future in which the agent purchases autonomously, paving the way for a new generation of “personal purchasing assistants”. The conversation between human and machine gives access to new insights about preferences, needs and motivations, taking personalization to an unprecedented level. And the scenario in which the agent buys for the customer seems increasingly closer.
All of this facilitates research, speeds up choices and anticipates desires — but it requires an important reflection: who ultimately chooses what we buy? Us or the algorithm? The retailer stops talking directly to the customer and starts trying to win over the algorithm — the new decision maker. And, in this game, whoever wins the agent wins the consumer.
The balance between convenience and autonomy will be the true test of this revolution. Algorithms aside, consumer experience and satisfaction continue to be what distinguishes those who stay from those who pass. And only solutions that have the consumer at the center will be successful in the long term.
Manager at LTPlabs