Key facts
- Brands are shifting from emotional marketing to logic-based pitches for AI shoppers.
- AI agents are expected to influence up to 20% of US e-commerce spending by 2030.
- Traffic from AI sources to US retail sites grew 393% in 2026.
- Companies are investing in making their product data accessible and understandable to AI agents.
- Website readiness for AI agent interaction is being assessed by new tools.
Brands are rapidly re-evaluating their sales and marketing strategies as artificial intelligence agents become more involved in consumer purchasing decisions. Traditional marketing tactics that appeal to human emotions are proving ineffective against AI, which operates on logic and data. This shift necessitates a focus on making product information easily discoverable, factual, and structured for AI consumption.
Experts predict a significant rise in 'agent-influenced spend,' with Morgan Stanley research estimating it could constitute up to 20% of total US e-commerce by 2030, representing approximately $385 billion. This projection underscores the urgency for brands to adapt, as consumers may increasingly bypass brand websites altogether, interacting solely through AI chat interfaces.
Companies are already investing in solutions to enhance their AI visibility. For instance, RTA Store, an online cabinetry retailer, paid $15,000 to the startup New Generation to transform its product catalogs into a format understandable by AI. This involved optimizing website code and adding AI widgets to handle inquiries. Similarly, Gauge, another startup, helps companies ensure their business facts are readily available to AI agents across various platforms.
New Generation, in collaboration with Visa, has developed a rating system to evaluate a brand's website readiness for AI agent interactions. This system simulates AI attempts to navigate a site, identifying potential roadblocks such as inaccessible application forms or unclear product information, which could lead to lost customers.