AI has already come for basic tasks like writing copy and creating images. Now, it’s promising to change how you shop.

In recent weeks, OpenAI’s popular ChatGPT has added a feature that allows consumers to buy products directly through integrations with Shopify and Etsy. And soon, you’ll also be able to shop Walmart products via ChatGPT. Perplexity and Microsoft are also experimenting with agentic commerce within their AI tools. And of course, Amazon is also increasingly introducing shoppers to more AI tools that help people find products.

In this week’s episode of Adspeak, ADWEEK’s Ryan Joe and Lauren Johnson discuss how agentic AI will factor into this year’s holiday shopping and how marketers are preparing for the era of ChatGPT-driven commerce.

For now, agentic commerce is still in an experimentation phase with marketers, especially since consumers are primarily using AI tools to research and discover products, rather than shop.

Marketers are experimenting with redesigning websites with information that can easily be picked up by AI models and prioritizing platforms like Reddit that are full of consumer sentiment. If those tactics sound basic and old school to you, you’re correct! Agencies and vendors are ramping up their pitches and technology geared for an AI future, but it’s unclear how widely marketers will adopt some agentic AI strategies.

“It’s a matter of trying to get in early,” Johnson said. “The idea of trying get brands in on areas early is always going to have a little bit of cynicism with it.”

You can listen to this week’s episode of Adspeak below.