Agentic AI goes further than suggestions, combining memory, reasoning, and tool use to act semi - or fully autonomously across the shopping journey.

what a load of utter verbal bollocks!

THREE WAYS TO RESHAPE SCAMMING THE PUBLIC:

With AI reshaping the marketing and sales funnel, Bain identifies three strategic, practical moves for retailers to make today:

Dig the customer moat.

Retailers need to offer exclusive products, loyalty rewards and value-added services such as installation or protection plans that deepen relationships and create scarcity that AI agents can't easily replicate.

Redefine retail media networks.

About 65% of retail media spending still occurs onsite, which could be at risk if discovery shifts to AI-driven search. Retailers need to test and learn with new ad formats that monetize natural language queries and expand into in-store and offsite media, which now account for 15% and 20% of retail media investments, respectively.

Retain ownership of data and checkout.

Retailers must protect first-party data, watermark content and negotiate data-sharing terms in AI partnerships. Where possible, they should maintain control over fulfillment and checkout to ensure data visibility and pricing accuracy.