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But robots shopping for things instead of humans has the potential to upend the balance of the web as we know it. For one, if humans stop visiting websites directly and instead access the web through chatbots, businesses become one step removed from their customers. Retailers — most notably Amazon — have recognized that reality could disrupt their bottom line, especially advertising revenue, and have blocked agents from shopping on their sites.
From: The RealReal won’t let AI agents hog designer clothing | The Verge.
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Amazon shoppers know that sponsored product ads are everywhere on the marketplace; however, an agent shopping for one specific product never sees these. Throw in the customer data that would disappear if agents did all the buying and you have a recipe for retailers like Amazon to wall off their sites.
“Any website that is financed by ads loses money if you send an AI agent,” Zoeller said. “They cost the same money to serve as a human, right? Traffic bandwidth, whatever it is. But they, at the same time, could also be a scraper for another service.”
Marketplaces like Amazon rely on people browsing, clicking ads and making impulse buys. For an independent brand, it doesn’t matter whether a human or a bot clicks “buy,” a sale is a sale.
That difference is why Meta has leaned heavily into formal partnerships with Shopify – which makes money off of subscriptions and merchant tech – rather than trying to force its way into closed marketplaces, and why the commerce platform has opened itself up to other AI agents as well.
From: As Amazon Blocks Muse, Could Industry Fragmentation Derail Agentic Commerce?.
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An influx of AI agents accessing consumer platforms could also break or complicate even the most unexpected things shoppers take for granted, like the reserve system of a used clothing website. There is, of course, a realistic limit to how long a person is willing to spend adding and re-adding designer clothing to their shopping cart if they’re indecisive. An agent in contrast does not care. It is perhaps precisely the type of busywork a fashion-forward person might pay an actual personal assistant to do on their behalf. Now, a capability like this is at the fingertips of millions of consumers, and they are just beginning to learn how to take advantage of it. Retailers, too, are playing catch-up.