Artificial intelligence is rapidly reshaping how consumers shop, as tech firms deploy AI “agents” that can search for products and even complete purchases on users’ behalf.
OpenAI has launched its Operator AI agent — recently rebranded as Agent — that can autonomously navigate a browser to order groceries or carry out similar tasks. As Wired notes, it can “take control of web browsers and click around, potentially helping users buy groceries or assist with vacation booking.”
Meanwhile, Google has introduced an AI-based price tracker that allows users to set preferred thresholds for price, size and colour, and receive alerts when those conditions are met, according to Search Engine Land.
These innovations are forcing retailers to rethink online visibility. Instead of focusing solely on traditional search optimisation, companies are now working out how to appear in AI-generated answers. Start-ups such as Profound and Refine offer tools to monitor how often brands are mentioned in chatbot responses.
The impact on search behaviour is already being felt. Gartner predicts that by 2026, traditional search engine volume will fall by 25% as AI assistants take over more of the discovery process. Data from Semrush suggests that nearly 60% of Google searches in Europe now end without a click, as users rely on AI summaries rather than visiting websites.
Recent figures from Adobe highlight the speed of change. In July 2025, AI-driven visits to ecommerce sites surged by 4,700% year-on-year, with 38% of consumers saying they used AI during their shopping journey. Most reported turning to AI for research, recommendations and deal-hunting.
However, the shift also brings challenges. Fraud-prevention specialist Riskified has warned that AI agents may be exploited for automated reselling, inventory manipulation or other abuses, which traditional safeguards might miss. Privacy advocates, including Sir Tim Berners-Lee’s start-up Inrupt, have also cautioned that relying on AI intermediaries could limit consumer choice and give greater control to large tech platforms.
Although fully autonomous shopping agents are not yet mainstream, momentum is building. As Gartner’s analyst Alan Antin noted, “search behaviour is reaching a tipping point.” Retailers and brands must now prepare not just for SEO, but for the new reality of “agentic commerce” — where AI, not people, may soon be the main gateway to purchase.
