AI-powered shopping assistants are rapidly becoming a key part of the retail customer journey. CI&T's latest Retail Tech Report: Agentic Commerce Edition reveals that consumers across the UK and Ireland are increasingly relying on AI agents to research products, compare brands, and make informed purchase decisions, creating new opportunities for retailers to strengthen customer engagement and digital commerce strategies.
According to CI&T's Retail Tech Report, AI agents are changing how consumers begin their shopping experience. Rather than replacing retailer websites, these intelligent assistants have become the preferred starting point for product research, allowing shoppers to compare brands, evaluate pricing, and identify where products are available before making purchasing decisions.
The report found that 86% of surveyed consumers have either already used AI shopping agents or are willing to adopt them in the future. Among respondents, 68% have already incorporated AI agents into their shopping journey, while 57% of those who have not yet used them expressed interest in doing so.
The study highlights that shoppers are increasingly turning to AI agents to simplify product research and improve buying decisions.
Among the most common use cases:
Additionally, 67% of respondents believe AI makes them smarter shoppers by providing faster access to product information and purchasing insights.
CI&T describes AI agents as a new digital marketplace where consumers can access multiple brands and product categories in one place while receiving personalized recommendations and real-time purchasing guidance.
"Agentic commerce is now a reality in modern shopping. Having tracked consumer shopping habits for nearly a decade, we’ve seen the traditional path of purchase evolve from ‘discover > research > buy’ to ‘research > discovery > buy,’ and the rapid adoption of AI agents aligns perfectly with this shift,” said Melissa Minkow, Global Director of Retail Strategy and Insights at CI&T.
The report notes that AI agents complement retailer-owned digital channels rather than replacing them, giving brands an opportunity to improve visibility while continuing to deliver unique shopping experiences through their own platforms.
As AI-assisted shopping continues to grow, CI&T recommends that retailers and consumer packaged goods (CPG) companies treat AI agents as an essential component of their omnichannel commerce strategy.
"Agents are not replacing retailers’ websites, but they are increasingly becoming consumers’ first touchpoint. It's important that retailers start thinking practically about how to make the most of this opportunity: improving discoverability within LLMs while differentiating their owned channels with experiences that third-party agents simply can’t replicate," said Melissa Minkow, Global Director of Retail Strategy and Insights at CI&T.
The report emphasizes that organizations should invest in technology, operational processes, and skilled teams capable of supporting AI-powered commerce as consumer expectations continue to evolve.
The findings suggest that agentic commerce is becoming a significant driver of retail innovation, helping businesses combine product discovery, research, and purchasing into a more seamless customer experience while strengthening long-term customer loyalty.
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