#USA #San Diego #Cordial #Shopper Context Protocol #Intent Divide

Cordial Joins the Shopper Context Protocol to Bridge the Intent Divide

In a significant move aimed at improving how brands connect with consumers, Cordial, a frontrunner in messaging for enterprise marketing teams, has officially joined the Shopper Context Protocol (SCP). This innovative initiative serves as an open, discoverable standard that enables brands and AI systems to maintain shopper context and intent across various agentic ecosystems.

This announcement coincided with the release of Cordial's thought-provoking report titled The Intent Divide, revealing that a staggering 40% of marketers experience revenue losses due to misinterpreted consumer intent. Furthermore, nearly 50% of consumers report a loss of trust when brands fail to understand their needs. The findings highlight an urgent need for brands to realign their strategies to meet evolving consumer expectations amidst the burgeoning integration of AI in commerce.

Understanding the Gap Between Brands and Consumers

Cordial's report sheds light on a growing disparity between what brands measure and what customers actually mean. As businesses navigate the evolving landscape of AI-assisted commerce, the report serves as a clarion call for change, urging marketers to harness technology effectively. The research underlines the missing layer between consumer curiosity and conversion—the essential context that traditional commerce has often overlooked.

In recent discussions regarding the Agentic Commerce Protocol (ACP) initiated by OpenAI, Stripe, and Shopify, it became clear that while AI assistants can autonomously complete purchases, they lack the necessary understanding of shopper contexts, histories, and intentions. SCP endeavors to bridge this gap by allowing shopper preferences and behaviors to travel seamlessly across channels and platforms.

The Importance of Context in Modern Commerce

Matt Howland, President of Cordial, emphasizes that marketers must go beyond merely reaching out to consumers; they need to recognize and understand them on a deeper level. The Shopper Context Protocol addresses this need by providing AI with the contextual insights required to enhance personalization without compromising privacy.

As AI continues to influence shopping behaviors, the statistics from Cordial's Intent Divide study reveal that one-third of consumers already leverage AI-powered agents for research and shopping. Alarmingly, 64% of marketers reported that their data is utilized solely for campaign planning, rather than employing it in real-time interactions. With 47% lacking a strategy for engagement within AI platforms, the rush to adapt could lead to significant trust issues with consumers.

The Protocol: A Promise of Personalization and Privacy

The SCP is structured as an open standard that prioritizes privacy, executing a seamless experience for users across both agentic and owned ecosystems. This is achieved through a comprehensive approach involving three layers:
1. Discovery Layer (ACP/Product Feed) - where AI identifies potential products,
2. Context Layer (SCP) - capturing shopper history, preferences, and behaviors,
3. Transaction Layer (ACP/AP2) - managing checkout and payment processes.

Retailers can easily implement SCP support via simple DNS records, allowing AI assistants to securely access shopper context through OAuth-like permissions. This implementation is designed to be straightforward, taking just 2 to 4 days without any associated fees, making it accessible to businesses of all sizes.

Encouraging Collaboration and Open Innovation

Cordial believes in the future of marketing as one driven by meaningful connections, not just increased messaging. By forming a common language between brands and AI systems through SCP, they ensure a fusion of personalization, privacy, and performance. The path to collaboration is open to retailers, partners, and developers, who are encouraged to contribute to the specification at shoppercontextprotocol.io.

The public specification for SCP is now available, along with the Intent Divide report, which delves into invaluable insights for marketers as they navigate the complexities of the AI-driven landscape of commerce. Download the report at cordial.com/intent-divide.

About Cordial

Cordial specializes in helping consumer brands capture attention by accurately predicting intent, engaging customers on their terms, and leveraging AI to foster genuine relationships. With a varied clientele like Revolve, L.L.Bean, and Virgin Voyages, Cordial is poised at the forefront of marketing innovation. Acknowledged by industry leaders like Gartner and Forrester, Cordial was recognized among the fastest-growing companies in the 2024 Inc. 5000 list and won the 2025 MarTech Breakthrough Award for its marketing automation excellence.

For more information on how Cordial enhances brand-consumer relationships, visit cordial.com.