How Agentic AI is Set to Transform Retail Shopping Despite Consumer Hesitation

The Emergence of Agentic AI in Retail

The retail landscape is on the brink of a major transformation as Agentic AI technology starts to redefine how consumers shop online. According to a recent report by Bain & Company, this shift occurs even as 50% of shoppers express caution about allowing AI to independently manage their purchases. With the rapid adoption of Generative AI for shopping tasks, it's crucial for retailers to understand how these technologies will impact the customer journey.

Consumer Trends in AI Utilization

Currently, between 30% and 45% of consumers in the United States are leveraging Generative AI tools to conduct product research and comparisons. Bain's Consumer Lab Generative AI Survey reveals that 17% of unique online shoppers intend to kick off their holiday shopping using AI platforms such as ChatGPT or Perplexity. Furthermore, an additional 30% plan to initiate their searches through AI-enhanced Google.

Notably, younger generations show a strong inclination towards AI assistance: 52% of Millennials and 25% of Gen Z consumers plan to start their shopping assisted by an AI tool. This indicates a burgeoning confidence in AI's capability to enhance the shopping experience, even as many remain hesitant to relinquish control over the purchasing process.

The Role of Agentic AI

Agentic AI integrates multiple functions—memory, reasoning, and tool usage—to facilitate shopping experiences that can occur either semi-autonomously or fully autonomously. Although this form of AI currently contributes to just under 1% of total web traffic for retailers, it accounts for up to 25% of referral traffic, showcasing its potential impact. Three core types of AI agents have emerged: third-party objective agents (like ChatGPT), on-site retailer agents, and off-site retailer agents. Despite the current higher trust consumers place in on-site agents, the dynamic may shift as third-party options gain traction.

As Aaron Cheris, a Bain partner in the Retail practice, notes, "Agentic AI signifies a pivotal evolution in retail discovery akin to the impact of search engines." Retailers must now navigate the balance of disruption and growth opportunities that AI presents.

Strategic Moves for Retailers

Bain outlines essential strategies retailers should implement to thrive amid these changes:
1. Fortify Customer Relationships: To guard against AI encroachment, retailers should enhance customer loyalty through exclusive offerings and value-added services, creating an experience that AI can't easily replicate.
2. Revolutionize Retail Media Networks: With a significant portion of retail media spending still taking place onsite, retailers need to innovate. Expanding ad formats that cater to natural language queries and embracing offsite and in-store media could be vital in maintaining relevance.
3. Protect Data Ownership: As partnerships with AI services grow, safeguarding first-party data and maintaining control over checkout processes will be essential for ensuring accurate pricing and visibility of data.

The Future of AI in Retail

As the integration of AI continues to evolve, retailers must act swiftly to build their capabilities or partner strategically with leading AI platforms. The ongoing development of consumer trust in AI systems suggests that now is the time for retail brands to re-evaluate their strategies. Retailers that embrace and adapt to Agentic AI will stand the best chance of success in an increasingly automated shopping landscape.

With the upcoming holiday season, the urgency for retailers to innovate and establish trust will only increase. Bain's insights serve as a critical guide for retailers aiming to navigate this complex yet promising intersection of technology and consumer behavior. As they each endeavor to redefine the customer journey, the retail industry's future increasingly intertwines with the capabilities of AI technologies.

This analysis is part of a broader series from Bain & Company, which will continue to explore insights leading into January 2026.