In Graphic Detail: Where brands stand when AI agents do the shopping
Getting picked by the agents is the new commerce fight
AI agents are increasingly acting as intermediaries between brands and consumers, selecting products based on criteria marketers are still unclear about. A report by Jellyfish highlights how brands must adapt to this evolving landscape. Amazon's Alexa for Shopping recommended products exclusively from its own store when asked for shopping suggestions, with 177 brands represented.
In contrast, ChatGPT suggested 24 different retailers, Google Assistant pointed to 37, and Microsoft Copilot cited the most e-commerce sites, accounting for 34% of its citations in July. This disparity in product recommendations depends on a brand's presence in the stores each assistant accesses, making the final sale dependent on which assistant the shopper uses.
Retailers' visibility in AI-generated shopping recommendations varies significantly across platforms, with Microsoft Copilot leading at 34% of recommendations, followed by Google Assistant at 14% and ChatGPT at 7%. This trend is partly attributed to platform restrictions, such as Reddit blocking Microsoft Copilot's data collection, leaving more room for retailers' visibility on the platform.
Written by urgent.news from Digiday's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
