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Why AI Shopping Agents Haven’t Won Consumers Over — Yet
Molly Schonthal, managing director of Agentic Commerce, shares her perspective with Adweek on consumer trust in AI shopping agents and what brands can do to stand out
Retailers are investing in AI agents that can help shoppers find products — and, eventually, make purchases for them. But consumers are more comfortable using AI to explore options than handing over control of the transaction. As shoppers weigh concerns about privacy, payments, and autonomy, fully automated shopping has yet to become mainstream.
In ADWEEK's article, Molly Schonthal of WPP Enterprise Solutions says consumers looking for advice are more likely to turn to large, open AI agents than retailer-specific tools. She also highlights an opportunity for brands: make detailed product information easy to find across websites, social media, forums, and reviews. As AI increasingly shapes product discovery, clear and specific information can help brands show up in the right context — and earn consideration.
Brand leaders have been demanding strategies to show up better in AI agents. The solution is to make hyper-specific details more visible across the web and other channels, including social media, Reddit, and product reviews.
