Will Holiday Shopping Go Agentic? 40 Senior Execs Weigh In

Holiday retail's AI test begins with the question of who gets to press the "buy" button, according to a recent roundtable discussion featuring senior leaders from various industries. The report, titled "Holiday Retail's AI Test Starts With Who Gets to Hit Buy," outlines the current state of AI in shopping and the challenges that lie ahead for retailers.

While AI is already impacting how consumers discover and narrow down product choices, the decision to actually purchase remains largely in human hands. Retailers must prepare for a diverse range of AI assistance based on factors like product type, price, and shopping situation. Some consumers may be comfortable with AI handling a repeat grocery order, but may still prefer personal selection for higher-priced items like furniture or luxury goods.

Retailers also need to consider how they'll integrate with third-party AI tools without disrupting the customer relationship they've cultivated over time. The report suggests that AI could potentially serve as a new avenue for customer acquisition, particularly for smaller sellers and niche products that struggle to compete in standard search results.

Additionally, effective post-purchase service becomes crucial when AI is involved in the purchasing process, as issues like returns, refunds, or delivery problems may require even more attention. Ultimately, "Holiday Retail's AI Test Starts With Who Gets to Hit Buy" provides retailers with a roadmap to understand consumer preferences for AI assistance and where they may still desire the final decision-making power.