Artificial intelligence chatbots drove 28% more shopper referrals to retail apps during the Black Friday weekend in 2025, accelerating the rise of AI storefronts.
Analysis by mobile app insights provider Apptopia argues that shoppers are moving beyond browsing web pages or comparison lists. Instead, many are letting AI tools do it for them.
This new shopping mechanism creates a tougher sales environment for retailers. When an AI storefront decides which three to five products a customer sees, brands are no longer competing for page one; they are competing to be included in the recommendation set.
Guy Bourgault, head of agentic systems at customer experience management firm Concentrix, sees a unique opportunity for retailers to bridge the gap between AI theory and the gritty operational reality of Fortune 500 retailers. As the architect of Concentrix’s Agentic Operating Framework, he views AI not just as a chatbot, but as a “collaborative workforce” that requires a fundamental rewrite of how products are surfaced and sold.
Bourgault views agentic systems’ drive to AI storefronts as a shift in power from the merchant to the personal AI assistant. As control moves toward the assistant, governance and data readiness become central to retailers’ transition.
A big blind spot for retailers is assuming that strong brand awareness will automatically translate to success in AI storefronts. Chris Bartosik, senior director of healthcare, retail, and e-commerce at Concentrix, agreed. The reality is that marketers must organize product data to match how people actually search and shop, using everyday language.
“Without clear ownership over how AI decisions are made, like pricing, substitutions, or tone, important details can slip through the cracks,” he told the E-Commerce Times.
Discovery Funnels Are Shrinking
The new marketing problem, Bartosik noted, is that AI agents do not provide web users thousands of options. They distill them into a top-three scenario.
So the traditional fight for page one is over. Brands must redefine visibility when the gatekeeper is an algorithm rather than a search results page.
“Brands need to think about how their data speaks to both machines and people. It starts with making sure product details and metadata use everyday language, just like customers do when they search or talk about what they need,” he told the E-Commerce Times.
Bartosik added that trust matters as well. Verified reviews, clear warranty information, and reliable delivery all send strong signals to both shoppers and the systems making recommendations. Messy or incomplete data make products difficult to find, less trustworthy, and an unnatural fit for what people actually want.
AI agents move shoppers straight to the product detail page (PDP). Brands must rethink how they build awareness. The new goal is to ensure product information is clear, relevant, and easy for both people and algorithms to understand.
“Investments are shifting from flashy ads to building a strong, recognizable presence in the digital spaces where decisions are made. The focus is on being familiar and trusted, wherever shoppers and algorithms look,” he explained.
Traditional e-commerce relies on browsing, while AI storefronts focus on anticipatory intent. Impulse buying is not gone in an agentic world. It is morphing into a new shape. Instead of relying on flashy visuals or endless browsing, AI storefronts spark impulse by understanding what customers are doing in the moment, according to Bartosik.
“Picture a scenario where a customer is buying a laptop. The agent might suggest a protective case or a set of headphones that others have loved. Emotional moments like gifting, celebrations, or self-care still invite those spontaneous purchases, but now they are anchored in context,” he said.
The agent’s job is to connect the dots, offering add-ons or upgrades that feel natural and timely. Impulse is evolving from a quick reaction to a thoughtful nudge, making shopping feel more personal and relevant, he added.
Balancing Open vs. Proprietary AI Storefronts
Retailers face a steep marketing decision: which products to feed into “open” AI storefronts — like ChatGPT or Perplexity — versus which high-margin or exclusive experiences to gate within their own proprietary AI environments, Bartosik advised.
“Retailers should let open AI storefronts showcase products that are easy to compare, like everyday items or popular private labels. These are the kinds of products shoppers expect to find quickly, and broad visibility helps drive volume,” he suggested.
It is smarter for sellers to keep exclusive bundles, customizable options, and select high-margin items within their own proprietary AI environment. That way, they control the experience and can offer something unique that open platforms cannot replicate.
“The goal is to let AI agents discover your brand, but make sure they hand off the customer to you when it matters most,” Bartosik emphasized.
Concentrix recently launched emotionally aware agents that can detect stress, urgency, or budget constraints and adjust their tone to fit the moment, he added, as a way to accomplish that goal. When an agent explains trade-offs or helps a customer feel understood, it builds trust and encourages repeat business.
According to Bartosik, personalization done right draws consumers closer to the brand and makes the experience feel genuine. Of course, balance is essential. Too many predictive recommendations can feel creepy.
“The key is to use empathy to create real connections, not just drive sales,” he noted.
The Future of Agentic-Powered Retail
Bartosik sees a hybrid selling workforce of humans and agents. As AI reshapes the storefront in real time, human merchants and category managers become even more important as guides and problem-solvers. Instead of starting from scratch every time a shopper needs help, staff can see the customer’s journey and history, making support more personal and efficient.
“Merchants also spend more time analyzing data from the site, reviews, and feedback to keep product information fresh and relevant. The key is knowing when to let AI handle routine tasks and when a human touch is needed to answer questions, solve problems, or offer expert advice,” he observed.
This partnership helps create a smoother, smarter shopping experience for everyone, said Bartosik. Successful retailers treat their AI agents like digital team members, assigning people to oversee how these systems work and making governance part of daily operations.
“It’s about bringing people and processes together, so the technology truly works for the brand and its customers,” he concluded.
