{"id":85074,"date":"2026-06-24T22:56:24","date_gmt":"2026-06-24T22:56:24","guid":{"rendered":"https:\/\/www.europesays.com\/ai\/85074\/"},"modified":"2026-06-24T22:56:24","modified_gmt":"2026-06-24T22:56:24","slug":"will-agentic-commerce-deliver-true-personalization","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/ai\/85074\/","title":{"rendered":"Will Agentic Commerce Deliver True Personalization?"},"content":{"rendered":"

Between physical retail and e-commerce is the booming \u201cthird shelf\u201d that is agentic commerce<\/a> where personalized recommendations add another layer of competition by determining which products show up the answer to shopper queries. <\/p>\n

Consumer use on agentic AI shows no signs of slowing down, with Spate data showing that ChatGPT activity skyrocketed 30 times since January 2025. <\/p>\n

One of the defining features of agentic commerce is real-time personalization from AI agents\u2019 relationship with consumers \u2013 which could be a huge benefit to brands depending on how they set up their data, according to Jessica Wright, Spins\u2019 VP of Foundry, an agentic discovery solution for CPG brands.<\/p>\n

AI platforms are trained to customize their responses to consumers\u2019 preferences, like products with a specific certification or nutrient content \u2013 which can change how products are surfaced and unlock a \u201clevel of personalization that I think the industry has been striving to achieve,\u201d Wright said.<\/p>\n

And the industry is picking up the pace with adoption. More than half (62%) of respondents in Spins\u2019 2026 Executive Pulse survey said they are actively exploring agentic shopping tools, while 31% report their products are not optimized for discovery.<\/p>\n

Likewise, 9 in 10 retailers are adopting or piloting AI, and 68% of retailers look to generative AI to improve their marketing and content, per Spins.<\/p>\n

The SEO evolution into GEO<\/p>\n

Instead of broad targeting via traditional SEO keywords, backlinks and rankings, brands must ensure their product attributes are optimized for AI agents and generative engine optimization<\/a> (GEO) that drives their searches \u2013 and like anything in the digital space, it all starts with structuring the right data.<\/p>\n

Rather than GEO replacing SEO, Wright says brands can leverage their existing SEO framework.<\/p>\n

\u201c[GEO] not only helps you in an SEO standpoint, but it also helps for your discoverability in AI responses as well,\u2019 she said.<\/p>\n

But, brands must now translate it into formats that machines can interpret.<\/p>\n

The new dataset for the third shelf<\/p>\n

In the agentic commerce ecosystem, a brand\u2019s dataset \u2013 marketing copy, advertisements, reviews and user generated content, among others \u2013 is \u201cessentially up for grabs for these AI assistants to retrieve that information and use that to formulate its own context and perception around the product and brand,\u201d Wright explained.<\/p>\n

Essentially, AI platforms blend the datasets they find to form what Wright describes as a \u201cmental model\u201d of a brand.<\/p>\n

AI agents are catching structured data \u2013 rather than vague, aspirational marketing speak \u2013 that highlight a products\u2019 attributes and how it delivers value to the consumers<\/p>\n

\u201cFluffy marketing content [is] not going to be as easily interpretable for an AI assistant,\u201d Wright added.<\/p>\n

She illustrated this with an example of unclear messaging for a hypothetical energy drink brand that\u2019s marketed as \u201can active sense of being throughout the day.\u201d <\/p>\n

The copy doesn\u2019t provide any details about the product \u2013 and that ambiguity is problematic for an AI system, she said.<\/p>\n

\u201cThere\u2019s no mention that this is an energy drink, there\u2019s no mention of the caffeine content, there\u2019s no mention of any other health benefits,\u201d she added.<\/p>\n

Instead, brands must communicate in explicit, structured attributes \u201cthat are very clearly interpretable by a machine,\u201d Wright said.<\/p>\n

The data shift is toward precision: clearly stated ingredients, benefits, certifications and functional attributes.<\/p>\n

Where is agentic commerce headed?<\/p>\n

Currently, AI is most heavily influencing discovery, but that will expand, Wright said.<\/p>\n

In the future, more utilitarian purchases \u2013 like staple products that need replenishment \u2013 may be fully automated, she explained.<\/p>\n

At the same time, differentiation will become even more important as AI assistants continue to learn their users\u2019 needs \u2013 and brands that can translate their products\u2019 attributes into a format that is easily understood by AI agents will be more visible.<\/p>\n","protected":false},"excerpt":{"rendered":"Between physical retail and e-commerce is the booming \u201cthird shelf\u201d that is agentic commerce where personalized recommendations add…\n","protected":false},"author":2,"featured_media":85075,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[179,7493,1092,6529,25980,12816,25981,20741,7067,2365,1757,760,3276,7880],"class_list":["post-85074","post","type-post","status-publish","format-standard","has-post-thumbnail","category-agentic-ai","tag-agentic-ai","tag-agentic-artificial-intelligence","tag-analysis","tag-bot","tag-chat","tag-creative","tag-interface","tag-professional","tag-programming","tag-social","tag-tools","tag-user","tag-virtual","tag-workspace"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/posts\/85074","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/comments?post=85074"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/posts\/85074\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/media\/85075"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/media?parent=85074"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/categories?post=85074"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/tags?post=85074"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}