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Retailers and brands are entering 2026 as AI reshapes how products are found, priced, and purchased. The new journey starts with a shopper prompt. AI offers a few well-supported choices, not a scroll of links.
Many retailers and brands already use AI in recommendations, inventory, and customer analytics. The immediate hurdle is visibility—earning a place on the agent’s shortlist.
This report captures input from senior leaders across marketing, IT, CX, and analytics at retailers and brands from $100M to $10B+ in annual revenue, spanning C-suite, VPs, department heads, and directors.
Key insights from the report
- Nearly all respondents say their products are only partially prepared for agentic discovery (56%) or are in early exploration (42%).
- 51% worry AI agents will favor lowest price over brand differentiation.
- Adoption is broad, yet only 7% rate their AI programs as very effective.
Use these findings to benchmark readiness, protect differentiation when agents compare options, and set focused 2026 priorities across marketplaces, retail media, social, and DTC.
Make product data, pricing, and trust signals easy for agents to parse Identify quick wins that raise inclusion and conversion across channels. Align 2026 investments with where impact shows up fastest. Download the full report for a deeper look at the findings and benchmarks shaping the next phase of AI in commerce.
