The most important shopper of the future isn’t human

The future of shopping is shifting away from human interaction and towards artificial intelligence (AI) acting as the intermediary between businesses and customers. AI is increasingly able to decide which brands customers should consider before they even see a picture of a product or visit a website. Morgan Stanley estimates this agent-influenced shopping could account for up to $385 billion in U.S. e-commerce spending by 2030.

Mental availability, or a customer's pre-existing awareness of a brand, is no longer solely determined by communication and shopper experience. Instead, AI has become the gatekeeper, already embedded in familiar services like Google. When a shopper asks for a recommendation, AI generates answers before they even visit the brand's website.

To remain relevant to both human shoppers and AI algorithms, brands must focus on both emotional resonance and machine legibility. Emotional resonance requires a strong, consistent message that connects with customers, while machine legibility means the brand must be understandable to AI systems. Brands must consider whether their brand is being recognized by AI, not just by humans. A fragmented or unsupported message can leave AI systems with conflicting information, making them less likely to recommend the brand.

Nike provides an example of a brand struggling with its AI visibility. Despite its strong visual identity, AI failed to recommend Nike as a top choice for a 23-year-old's running shoes due to semantic contradictions within Nike's messaging. Brands need at least three ownable distinctive assets and a clear, relevant narrative to build both mental availability and machine awareness. Consistency in messaging across channels and over time is crucial, as it allows the brand to accumulate presence through repeated exposure.