Consumers are adopting AI faster than brands—resetting expectations for speed, relevance, and value. Retailers are rethinking how they engage, as traditional models struggle to keep pace with AI-enabled customers. At the same time, AI is evolving from assistant to agents. Shoppers are increasingly comfortable with systems that act on their behalf, forcing a shift to orchestrated, end-to-end agentic commerce. In this new landscape, trust becomes the critical growth driver for both human and algorithm. Winning in AI-driven commerce depends on trusted data, transparent practices, and consistent experiences that influence both people and agents.
Jane Cheung, Global Research Leader for Consumer Industries, Institute for Business Value (IBV), IBM
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