The future of online shopping with AI agents
AI tools are reshaping online shopping, promising to streamline everything from browsing to checkout. As tech giants race to perfect these assistants, they face challenges like user privacy, efficiency, and resistance from traditional retailers.
This holiday season, millions of shoppers are set to buy gifts online, but tech companies are vying to make AI agents the new shopping assistants. Platforms like Perplexity, OpenAI, and Google are developing AI tools that can browse websites, select products, and even complete purchases. Perplexity recently launched a shopping agent that combines navigation and checkout features, though it’s still ironing out inefficiencies.
AI-driven shopping isn’t without challenges. Early tests show agents struggling with stock availability and delayed purchases, while companies like Perplexity rely on human oversight to address errors. Privacy concerns are also emerging, especially with AI systems accessing billing information. However, partnerships like Perplexity’s with Stripe, which uses single-use payment cards, aim to mitigate risks and provide secure transactions.
These tools could revolutionise online shopping by saving time and uncovering hidden deals, but they also threaten traditional e-commerce models. Retailers and advertisers may resist as fewer consumers visit storefronts and targeted ad opportunities shrink. Despite the hurdles, 2025 is expected to see significant advancements in AI shopping agents, promising a glimpse into the future of effortless online retail.
About author
DW Team
The GIP Digital Watch Observatory team, consisting of over 30 digital policy experts from around the world, excels in the fields of research and analysis on digital policy issues. The team is backed by the creative prowess of Creative Lab Diplo and the technical expertise of the Diplo tech team.
