When an AI agent does shopping, who is the retailer speaking to?

Customers are no longer searching for recipes on grocery store websites or browsing sites based on their visual appeal. Instead, they converse with tools like ChatGPT and seek product recommendations through chatbot interactions.

In the next phase of the AI agent era, bots will take an increasingly autonomous role. Eventually, AI agents will be competent enough to handle transactions independently on behalf of both the consumer and the retailer.

This shift requires online retailers to find new ways to approach both the changing market landscape and their own business. In the future, retailers will need to address two audiences at once: the human at the other end of the purchasing pipeline, and the AI-powered shopping assistant at their disposal.

In the first part of this two-part article series, we’ll explore the value of brand identity and emotional connection in terms of building and maintaining customer loyalty. The second part will focus on optimising online retail and the growing importance of data management. Stay tuned.

Agents respond to verifiable data, humans respond to brands they recognise

As the use of AI agents becomes more widespread, businesses must provide AI assistants with verifiable, machine-readable data that enables them to create lists and recommendations for consumers. However, the criteria that drive human purchasing decisions remain unchanged even as digital tools evolve. Standing out from the crowd remains more important than ever.

“Desirability and meaningfulness will continue to be built upon the bedrock of human, often emotional values. The key question is how an excellent shopping experience or a high-quality product can reach a wider audience – and how brands reach consumers from further away. We need new kinds of answers to these questions in the age of AI,” says Esa Hallanoro, Chief Creative Officer at Hi Shine, a digital experience agency.

The long-term impact of AI agents will be especially significant for companies that rely on campaign-driven marketing. Agents don’t respond to flash sales or sudden discounts in the same way as humans; their recommendations are based on consistent, high-quality data. Yet, when it comes to reaching end customers, social capital and brand recognition remain vital for brands.

It’s high time for businesses to consider what their brand identity is beyond price tags. In this equation, customer reach, visual and verbal communication, and post-purchase relationships all play a central role.

“An agent compares prices and specs, but it doesn’t have a grasp on the experience of unboxing or how the story behind the brand comes into play. That’s why companies must win on two fronts: provide perfect data for the agent, and a memorable experience for the human,” explains Eveliina Lakka, Business Strategist at Nitor.

She continues: “For people, this means three things: reaching the right customers, creating resonating communications and visuals, and nurturing the customer relationship after the purchase.”

Brands can influence AI agent choices by ensuring their data is structured to the highest degree, encouraging customers to leave product reviews, and paying attention to the post-purchase journey. When an AI agent handles the purchase, the post-purchase phase may be the only event where the brand and the human interact directly.

The value of emotional communication remains

AI agents don’t linger in online stores due to their beautiful presentations, nor are they swayed by visual marketing or the emotional appeal of clever wordplay. This means that online retailers must rethink the building blocks of customer loyalty, because the touchpoints of commerce are changing.

“In practice, this would entail that a product page would contain both rich, immersive visual storytelling for the human customer with machine-readable, schema-marked-up product data for the agent in the background. Both serve to fulfil the same goal: building trust via two completely different languages,” summarises Max Packalen, Principal Architect at Nitor.

In the future, it will be vital for brands to ensure that customers feel their purchase decisions meet their needs as well as fit their personal identity. The importance of individual and personalised service will grow exponentially.

Where will meaningfulness be created in the future?

Customers are increasingly seeking a strong sense of belonging and community from brands. Brands are expected to build communities where customers feel they are part of something meaningful. In the future, loyalty won’t be built on points collected at the checkout, but on making customers feel understood. One way to strengthen the bond between brands and customers is to gamify the collection of benefits and rewards as part of an individualised customer experience — in other words, to emphasise how personal those benefits feel.

“In the long run, it pays to invest ever more in making products and brands stand out through human factors. Originality and a compelling identity are competitive advantages even in a world of algorithms – people will continue to trust in the value and name of a brand, and in the strength of the connection it creates. That’s why retailers pursuing distinctiveness and customer loyalty should make these qualities visible in their marketing more boldly than ever,” Hallanoro notes.

Especially the post-purchase phase will require deep consideration in the future. Products have the greatest and most lasting emotional impact well after purchase, especially when an AI agent handles the entire logistics process. As a result, the post-purchase journey will become one of the most important aspects of building brand identity and customer loyalty.

“If an AI agent handles the order on my behalf, my first real encounter with the brand might be when the product arrives at my door. That moment determines whether an emotional connection is formed or not. In practice, the post-purchase journey becomes one of the brand’s most important touchpoints. For example, in the context of furniture retail, this could mean a personalised interior design guide included with the product, or an invitation to a virtual design workshop. The key is for the brand to make itself meaningful at the very moment when the customer is truly present,” explains Satu Koivulehto, Director of Strategy Services at Nitor.

Prioritising post-purchase actions also reinforces the value of a consistent data structure. The more customers leave positive product reviews or engage with the company’s channels, the more likely the company’s profile and products will be picked up by the agent’s data net. This, in turn, enhances the brand’s reputation in a machine-readable world and will steer algorithms to prioritise the company’s products in their results.

The value of emotional impact does not diminish

The importance of emotional engagement and customer loyalty will not fade with the rise of AI agents, but the new market landscape requires a rethink of digital commerce. Retailers will still need to win people over, but the same now applies to AI agents. The path to winning both requires a tailored approach and, above all, clarity across all operations.

Is your online retail strategy equipped for the era of AI agents? Nitor’s services will ensure your digital business is profitable and sustainable – today and in the future.