In 2007, Steve Jobs stepped onto the stage and, with his now-legendary “one more thing” moment, unveiled the iPhone. Few realized at the time that this device would usher in an era that fundamentally transformed commerce, reshaping how people discover, buy, and interact with products. Fast forward to today, and another transformative shift is on the horizon. Perplexity’s launch of “Shop Like a Pro” may be the tipping point for a new era: AI Agent Commerce. Much like the iPhone wove the internet into the fabric of everyday life, AI shopping assistants are poised to embed artificial intelligence into the heart of our shopping experiences, forever changing the retail landscape.

AI agents, once a speculative idea, are becoming reality as industry giants like Amazon, Google, Apple, OpenAI, and Perplexity pour resources into this burgeoning space. These companies envision a future where the friction of shopping—endless comparisons, scrolling, and decision-making—is replaced by seamless, personalized assistance.

Picture this: You ask Alexa to find the perfect winter coat. Alexa doesn’t just offer a list; it considers the weather in your location, your past style preferences, your budget, and customer reviews to present the ideal option. Or, imagine Perplexity’s recently unveiled “Shop Like a Pro,” where AI curates product suggestions based on social proof, your unique tastes, and emerging trends, allowing you to make a purchase with one click directly from its platform. Meanwhile, Google Lens now lets you snap a picture of a product and instantly discover where to buy it, compare prices, and check inventory—all in real time.

These advancements aren’t just incremental improvements. They signal a deeper transformation in how consumers engage with commerce. Historically, shopping often began with a Google search and was followed by painstaking research across multiple platforms. AI shopping assistants aim to bypass this process entirely, merging product discovery and purchase into a single, intuitive experience. In the near future, you might assign an AI assistant like Siri to manage your grocery shopping. Armed with data from your Instacart history, your calendar, and your family’s preferences, it could ensure you’re never out of ingredients for school lunches, responding to a simple command: “Hey Siri, keep my pantry stocked.”

The Ripple Effects for Retailers and Brands

For retailers, this evolution is both a massive opportunity and a formidable challenge. AI agents offer unparalleled precision and personalization in targeting consumers. But they also threaten to disrupt traditional business models. Today, brands spend billions on search ads and retail media to capture shopper intent at the point of purchase. What happens when AI assistants eliminate that step altogether? If a consumer asks an AI to reorder peanut butter, where does the brand place its ad?

This shift could redefine advertising. Brands may need to focus on top-of-funnel brand-building—emphasizing emotional connections and trust—rather than relying on lower-funnel tactics like keyword targeting. First impressions, whether through social media, influencer campaigns, or traditional ads, will carry even greater weight in an AI-driven ecosystem. With AI agents acting as gatekeepers, the fight for consumer loyalty may be won long before the moment of purchase.

Even influencers, whose impact has shaped commerce in recent years, will see their roles evolve. While AI agents could reduce the direct influence of individual personalities, they’ll still rely on influencer-generated content to inform recommendations. An influencer’s glowing review of a product’s texture, fit, or usability might determine whether it’s recommended by an AI assistant. The role of influencers may shift toward creating qualitative insights that feed into these systems, rather than driving direct sales.

A New Role for Retail Websites

The rise of AI agents also challenges traditional retail websites. For years, these sites have been the primary digital interface for consumer engagement. But for routine purchases, AI agents may render them less relevant. Instead, retailers might focus on providing robust microservices—product data, order management, and transaction capabilities—that AI platforms can seamlessly integrate. Websites will likely remain vital for discovery and storytelling, but their role may shift to moments where inspiration and trust-building are paramount.

A Revolution, Not Just an Evolution

While AI shopping assistants hold immense promise, their adoption won’t happen overnight. Today’s tools remain in their infancy, with clunky interfaces and limited functionality. But if history is any guide, refinement will come quickly. The first iPhone lacked an app store and struggled with basic web browsing, yet it evolved into a cornerstone of modern life. AI agents are likely on a similar trajectory. As they improve, they’ll transition from niche novelties to indispensable tools, reshaping how consumers and brands interact.

Retailers and brands that prepare now will have a decisive advantage. This means rethinking advertising strategies, forging partnerships with AI platforms, and investing in the systems needed to deliver accurate, compelling product information to these agents. The clock is ticking, and the stakes are high.

In the end, AI shopping assistants represent more than just a step forward in commerce—they’re a revolution in the making. Much like the iPhone, they have the potential to define the next era of retail. Those who adapt and embrace this change will thrive. Those who resist risk being left behind.