Celeny Da Silva, founder and CEO at MAKERS AI, supported this approach. “Think of the world of possibilities if you’re training AI to agentically shop for you—all the requisites that you can establish and train for, like fabric and sustainability,” she said. “There are so many different ideas and segments you can focus on, but it comes down to the data.”

As the purchasing decision process becomes more seamless, agents will create a new middle layer between brands and consumers, Grether said. “We optimized for search in the past. Now we’re optimizing for agents.”

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