- Item type
- Periodical
- Language
- English
- Source
- Harvard Business Review. Mar/Apr2026, Vol. 104 Issue 2, p86-95. 10p. 4 Cartoon or Caricatures.
- Publication year
- 2026
- ISSN
- 00178012
AI agents are transforming brand-consumer relationships. The authors explore how brands must adapt to a new retail environment in which consumers increasingly rely on generative AI for product research, recommendations, and purchases. Three modes of agentic interaction exist today: Consumers (1) engage with brand agents, (2) search for products using third-party agents they've personalized over time, and (3) empower AI to interact with other AI on their behalf. Brands must develop a hybrid strategy that balances automation with human shopping preferences. Successful companies rely on proprietary customer and product data to deliver personalized agentic experiences. But the process isn't as simple as purchasing new software. Ongoing experimentation, prompt-based optimization, and integration with other AI ecosystems are essential steps. [ABSTRACT FROM AUTHOR]
