Consumers in Europe can expect a significant shift in online retail by 2026 with the rollout of artificial intelligence (AI) agents capable of autonomously managing shopping tasks such as order placement and vacation bookings. Pascal Beij, Chief Commercial Officer at payment service provider Unzer, stated, “We will see the first pilot next year,” emphasizing that both AI providers and major tech companies are preparing for this transition. The upcoming innovation, known as “agentic AI,” marks a departure from the generative AI models currently popular, like ChatGPT, which primarily assist users in answering questions and conducting product searches.
Unlike existing systems, AI shopping agents will handle ordering and payment processes, simplifying tasks that often require significant user involvement. For instance, planning a family vacation will involve booking flights, hotels, and train tickets, although users will still need to confirm payments. Beij noted that agent-based AI could capture a market share of 20 to 30 percent in online retail within three to five years, although it remains unclear which companies will dominate this emerging sector. Visa, a leading payment technology firm, has already conducted numerous transactions in the U.S. and plans to introduce similar capabilities in Germany and Europe next year.
Tobias Czekalla, Visa’s Head of Germany, likened this innovation to the birth of e-commerce in the 1990s, stating, “We are now on the cusp of the next revolution.” This technology represents the first instance where machines will conduct shopping on behalf of consumers, although human oversight will remain essential. For example, if a train ticket or hotel rate increases unexpectedly, customers will be alerted before finalizing their purchase.
Despite the promising advancements, consumer skepticism poses a challenge. A survey by the retail research institute IFH revealed that while 60 percent of respondents could envision using an AI shopping agent, only 9 percent would trust the AI to manage the entire purchasing process, including payment. Czekalla emphasized the importance of building consumer trust, stating, “Customers need to know that it works simply, securely and reliably.”
To mitigate concerns of fraud, Visa and other service providers are implementing robust security measures. Czekalla explained that Visa thoroughly evaluates each AI agent to ensure that genuine human oversight is present during transactions. The use of cryptographic keys aims to prevent malicious activities, assuring both consumers and merchants that AI agents operate securely.
The application of agent-based AI is not limited to retail or tourism; it is poised to impact various sectors, including B2B transactions. Beij highlighted the potential for small-to-medium enterprises (SMEs) to leverage this technology, noting that it could enhance their visibility in online markets without requiring substantial advertising budgets. To capitalize on this opportunity, businesses must optimize their websites for AI-driven search engines, ensuring detailed and precise product descriptions.
Retailers must embrace this technological evolution or risk becoming obsolete, according to Bernd Ohlmann, a spokesman for the Bavarian Retail Association. He warned that failing to adapt could lead to a loss of customers and sales. AI is already reshaping consumer behavior, as price comparison portals and traditional search engines become less critical. The IFH survey indicated that nearly two-thirds of consumers recognize AI chatbots as beneficial for time savings and improved recommendations, with almost half believing they can find better prices through AI assistance.
As AI continues to evolve, experts foresee new competitors emerging that could redefine online shopping dynamics. Ralf Deckers from IFH observed that AI technologies like ChatGPT might transition into platforms that streamline product searches directly into purchases. However, challenges remain, particularly regarding consumer hesitance to share payment information with AI. A survey by the digital industry association Bitkom indicated a generational divide, revealing that 43 percent of individuals aged 16 to 29 would be willing to allow AI to make purchases autonomously.
The impending changes brought about by AI shopping agents signify a transformative opportunity across the retail landscape, reshaping the way consumers interact with technology and each other in the shopping process.
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