Recently, exclusive reports reveal that OpenAI, Alphabet, Microsoft and other leading global AI companies are launching disruptive changes in the e-commerce industry with "AI Agents" at their core. These AI systems can autonomously understand needs, complete product selection and even add items to cart, not only changing user shopping habits but also forcing brands to restructure their operational logic, while simultaneously sparking controversies about data privacy and consumer choice rights.
**1. What Does "AI Agent + E-commerce" Mean?**
From the actions of major companies, AI Agent's e-commerce implementation has entered the practical stage. But what exactly is this "AI Agent + E-commerce" about? Let me explain.
Simply put, similar models already exist domestically, such as the "What's Worth Buying" app. As shown in the example, when we want to buy an iPhone 16, we can compare prices across platforms like JD.com, Taobao, and Pinduoduo in this app to choose the most favorable option.
The so-called "AI Agent + E-commerce" is the ability to use AI functionality to help us complete the above operations. For specific products, we might think this isn't remarkable - we can compare favorable prices using apps, so what's the use of AI?
Indeed, I initially had the same question. But when we don't know what to buy, AI's role becomes apparent. If I ate something very heavy today and want something light for dinner tonight, we can provide this vague need to AI, and AI can help us integrate solutions, select products, and complete price comparison and ordering.
**2. What Practical E-commerce AI Currently Exists?**
OpenAI recently upgraded its shopping system Operator to "Agent," which can autonomously complete tasks within browsers - users only need to say "buy barbecue dinner and dessert ingredients," and AI can automatically jump to supermarket websites, add products to shopping cart, requiring only user confirmation for payment. More notably, OpenAI plans to launch integrated checkout functionality, allowing users to complete transactions within ChatGPT in the future without jumping to third-party platforms.
Microsoft launched "Action" functionality, supporting AI to browse web pages and handle shopping needs on behalf of users. Alphabet launched "AI mode" to recommend products and added AI price tracking tools that remind users in real-time when target products drop in price. Its shopping department vice president Lilian Lin Kong stated directly that the new feature is designed to help users get rid of the trouble of "opening 20 tabs for price comparison."
Perplexity also launched the Comet agent browser, which can coordinate across multiple applications like calendars and emails to handle shopping-related tasks.
**3. Far-reaching Impact on Search Logic, Advertising Forms and Other Aspects**
Changes in user behavior are already emerging. Search engine marketing company Semrush data shows that currently nearly 60% of Alphabet searches in Europe no longer generate clicks, with users relying solely on AI-generated "overviews" to obtain information. Gartner analysts further predict that due to AI Agent impact, traditional search engine traffic will decline by 25% next year.
This directly forces brands to adjust operational strategies: Forrester analyst Nikhil Lai points out that brands need to shift from "keyword SEO" to "detail optimization," such as ensuring websites load within 3 seconds (AI Agents prioritize fast-loading sites).
Blank Ventures co-founder Hannah Cherkovsky mentioned that AI semantic search makes user needs more ambiguous, saving users' thinking and solution organization costs. For example, "French Riviera wedding outfit" rather than "white dress," requiring brands to reorganize product catalogs to match such broad queries.
AI can better serve as a personal assistant and housekeeper. Research from the University of Applied Sciences Upper Austria also found that AI is more easily influenced by traditional website text advertisements, with clear text ads being more easily recommended than images, requiring brands to adjust advertising forms accordingly.
**4. "Brand" Value May Be Deconstructed**
The controversies behind the transformation are equally prominent. Profound co-founder James Cadwalladr stated directly that consumer behavior is reaching a "turning point," where consumers may no longer actively visit e-commerce platforms in the future. "AI Agents will 'steal users' from brands, ultimately consumers will only interact with 'answer engines.'"
Inrupt, co-founded by World Wide Web inventor Tim Berners-Lee, is promoting a "user data wallet" model that gives users autonomous control over personal data. Its co-founder John Bruce warned: "AI Agents will gradually make brands 'invisible.' AI directly selects products for users rather than displaying all options. Consumers trade convenience for choice rights - compromising on a pair of shoes today might mean losing more tomorrow."
Media organization Dept CEO Dimi Albers also worries that most brands cannot adapt in time. "Future sales locations won't just be official websites or Amazon, but all AI model platforms, possibly even autonomous transactions between AI Agents."
Currently, startups like Refine and Algolia have emerged, providing brands with services to "monitor brand exposure in AI chatbots."
This e-commerce transformation triggered by AI Agents is both a release of technological dividends and leaves unresolved ethical and competitive questions for the industry.
**5. Conclusion**
Regardless, "AI Agent + E-commerce" turns many movie scenes into reality. We can also simply interact through a command like "Jarvis, I want barbecue," letting AI help us select ingredients, place orders, and deliver to our door.
Technological progress benefits consumers. As for other impacts, we'll remain observers and wait to see what unfolds.