Artificial intelligence tools are transforming the shopping experience for consumers, although their adoption in this area is still in its early stages. According to a report by VML, 68% of global consumers have used AI tools, but only 2% use them for making purchases. This data suggests significant potential for future adoption, especially in a festive context where purchasing decisions become complicated. Amanda Bailey, client director at VML, emphasizes that agent commerce will radically change the way sales events like Black Friday unfold.
New era for Black Friday
Bailey claims that consumers are expected to delegate the task of monitoring deals and products to AI agents, which will act as personal assistants. These agents could, for example, inform consumers about products in stock or alert them about relevant sales, allowing users to customize the parameters of their searches, such as their budget or preferences. Delegation is the new convenience, Bailey states, emphasizing that trust in these systems is essential for their full adoption.
Brands are adapting their approach to be easily identified by AI. This involves registering product information in a way that is easily assessable by algorithms, leading to brands being considered by both humans and machines. Algorithmic trust becomes crucial, as agents filter unverified information, impacting the brand’s visibility in digital environments.
With tools like OpenAI’s Pulse and Atlas, this task becomes easier. Bailey suggests that the new proactive notification feature of these tools could revolutionize the way consumers engage with e-commerce, making them more likely to adopt AI in their purchasing decisions. Therefore, the ability of brands to build trust and optimize their online presence will be crucial in this new era of sales.