The agentic commerce era has officially arrived, marking a major turning point in how retail operates and how consumers shop. Powered by advanced AI agents, commerce is shifting beyond static digital tools into systems that can plan, reason, and act autonomously across the entire customer journey. For retailers, success is no longer just about efficiency, but about reaching the right customers and removing friction from every step of buying.
AI has been part of retail for years, but its role is now expanding rapidly. Instead of simply recommending products or answering questions, AI agents are beginning to handle complex, multi-step tasks.
These include discovering products, building carts, completing purchases, and even resolving post-purchase issues. This evolution is redefining expectations for both online and in-store experiences.
At the heart of this transformation is Google’s growing role in commerce. Shoppers already turn to Google billions of times a day to discover brands and products. Alongside this, Google Cloud is bringing advanced AI capabilities into retail operations through platforms such as Gemini Enterprise, Vertex AI, and large-scale data tools. Together, these technologies are helping retailers move from passive browsing experiences to active, AI-driven engagement.
This shift took center stage at the National Retail Federation conference, where new advancements were unveiled to support retailers in the agentic commerce era. One of the most significant announcements was Gemini Enterprise for Customer Experience. This new platform is designed to unify shopping and customer service into a single, intelligent agentic system that can be deployed in days rather than months.
Gemini Enterprise for CX introduces pre-built and configurable AI agents capable of managing the entire customer lifecycle. These agents go far beyond traditional chatbots. They can independently plan actions, reason through problems, and execute tasks under human supervision. From first product discovery to post-purchase support, the experience becomes seamless and personalized.
A standout feature is the new Shopping Agent, which acts like a proactive digital concierge. Using multimodal capabilities, it processes text, voice, and images to understand customer intent.
It can autonomously build shopping carts and carry out approved actions, making the buying process faster and more intuitive. This approach turns shopping into a guided, intelligent experience rather than a manual search.
Food and quick-service retail are also seeing major benefits. An enhanced food ordering agent enables brands like Papa John’s to offer natural language ordering across mobile apps, kiosks, and even in-car systems. These agents support real-time menu updates and intelligent upselling, helping brands increase order value while improving convenience for customers.
To support scale, Google has also introduced Customer Experience Agent Studio. This allows businesses to deploy and manage AI agents that operate 24/7, handling complex issues while supporting human agents with real-time guidance and quality assurance. The result is faster resolution times and more consistent service.
Major retailers are already seeing real impact. Companies such as Kroger, Lowe’s, Papa John’s, and Woolworths are using Gemini Enterprise for CX to deliver more personalized and efficient customer experiences. These early adopters demonstrate that the agentic commerce era is not a future concept, but a present-day reality.
Beyond customer interaction, AI agents are delivering measurable business value. Retail leaders are moving past experimentation and focusing on return on investment. By automating complex workflows and content creation, AI is helping teams work faster and smarter while improving performance across marketing and operations.
Several global brands are leading this shift. Authentic Brands Group has launched an internal AI platform that uses advanced media models to generate brand-aligned content at scale. By deploying multiple specialized AI agents, the company has accelerated creative workflows while maintaining brand consistency. Early results show significantly higher returns on ad spend.
The Home Depot is redefining in-store and online integration through its expanded partnership with Google Cloud. Its Magic Apron agent provides conversational project planning, localized store navigation, and detailed product knowledge. This approach anticipates customer needs before a project even begins, setting a new benchmark for AI-first retail.
Gap Inc. is also embracing the agentic commerce era by adopting AI across its portfolio of brands. By unifying product creation, customer experience, and employee enablement on a single AI-powered platform, the company aims to drive faster innovation and greater efficiency.
Physical retail is not being left behind. Honeywell’s Smart Shopping Platform is transforming stores into intelligent environments. Using real-time insights powered by AI, retailers can improve inventory accuracy, shelf compliance, and associate productivity, bridging the gap between digital convenience and in-store discovery.
In the beauty sector, personalization is reaching new levels. The Estée Lauder Companies and Jo Malone London have developed an AI Scent Advisor that recreates in-store consultations online. By understanding natural language descriptions of preferences, the agent delivers tailored recommendations that build confidence and drive purchases.
Together, these developments show how the agentic commerce era is reshaping retail from the ground up. By connecting fragmented experiences into a single intelligent journey, AI is giving retailers a powerful advantage. The focus now is on building trust, saving time, and creating experiences that feel truly personal.
For more insights and the latest updates on how AI is transforming commerce and beyond, visit ainewstoday.org and stay ahead of the curve.
