CI&T, a global AI deployment partner for tech-integrated business solutions, today launched its latest consumer insights, Retail Tech Report: Agentic Commerce Edition, examining how modern purchase pathways are evolving, what is motivating the consumers adopting agentic commerce, and how retailers can capitalize on the opportunity and foster loyalty in a rapidly changing market.
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The report finds that AI agents are rapidly moving into mainstream U.S. consumer shopping behavior:
- 90% of respondents have either used an AI agent when shopping or are open to doing so in the future.
- 74% have already used an AI agent when shopping.
- 63% of those who have yet to use an AI agent said they are open to doing so.
- 78% say AI makes them smarter shoppers.
- 55% say it’s actually making them shop more.
Agents have effectively become a mall for consumers, putting all brands and product categories under the same roof, but with the ability to optimize purchase decisions in real time. According to the report, consumers are primarily using AI agents for pointed research: comparing different brands (55%), finding the lowest price (55%), and finding where specific items can be bought (49%).
The fastest-growing retail categories for AI adoption in the U.S. are electronics, personal care and apparel and accessories. Across nearly all categories and scenarios, agent users are most commonly using AI agents as the first stop on the path to purchase. These agents are not replacing the purpose of retailer websites, rather they are providing consumers with a highly accessible way to begin their shopping journey with research.
“Agentic commerce is now a reality in modern shopping. Having tracked consumer shopping habits for nearly a decade, we’ve seen the traditional path to 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.
Minkow added: “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.”
Retail and CPG organizations must now treat these agents as part of their omnichannel commerce strategy, as they are extremely powerful revenue drivers due to their ability to merge research and discovery into one moment for shoppers. Organizations need to evolve as quickly as consumers are by developing the technology, processes, and teams to support this new era.
Access the full report and find out more about the growing opportunity agentic commerce presents for the retail sector here.
About CI&T
Through AI deployment, CI&T helps large enterprises move from AI ambition to measurable business impact, combining business strategy, AI-native execution, and IP-based solutions as the global tech-integrated business solutions partner. With a 30-year track record of helping clients navigate change, the company delivers accelerated outcomes through deep expertise across agentic SDLC, application modernization, data & AI, martech, professional services and business strategy & building. CI&T’s proprietary AI system, CI&T FLOW, and its methodology, Lean AI, boost team productivity and ensure fast, efficient, and scalable results. With more than 8,000 AI Builders, CI&T operates across 12 countries and serves 100+ large enterprises and fast-growth clients worldwide.
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