"Generative AI is starting to change shopping. Instead of scrolling on websites or strolling through stores, people are beginning to prompt AI agents to find, compare, and even purchase products. Ask for something like a handmade gift under $100, a pair of vintage jeans from the 1970s, or a digital camera for a teenager, and watch a list of curated options appear in the chat. It's fast and frictionless."
"But it's also early days. And just as companies had to adapt to the new rules of e-commerce, they're now faced with a new set of challenges around how they manage their reputations, connect with customers, and what it looks like to compete in this new paradigm. Ali Furman is the consumer markets industry leader at PwC and an M&A partner. She writes and speaks widely on consumer markets trends and the future of business. She has been featured in many outlets including ABC, CBS, CNBC, Forbes, Vogue Business, and Bloomberg."
Generative AI enables consumers to prompt conversational agents to find, compare, and purchase products rather than browsing websites or visiting stores. Requests such as a handmade gift under $100, vintage jeans from the 1970s, or a digital camera for a teenager generate curated option lists directly in chat. The resulting experience is fast and frictionless but remains in early stages. Businesses must adapt reputation management, customer engagement, personalization, and competitive strategies to accommodate agent-driven discovery and transactions within emerging AI-powered shopping ecosystems.
Read at Harvard Business Review
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