Consumer Control Will Shape the Future of Agentic Commerce

The retail industry is betting heavily that artificial intelligence will help to remove friction from the shopping experience. However, a striking finding reveals just how cautious consumers remain. Only a minority are willing to let AI complete a purchase on their behalf — and only under strict conditions. Globally, 35 percent of consumers say they require final human approval before an AI agent handles a checkout. Another 31 percent want to cancel a transaction immediately, while 29 percent insist on strict price limits for AI purchases.

These findings don’t suggest consumers are resistant to AI. They suggest a willingness to delegate with safeguards rather than a wholesale handover of agency. Consumer control, it turns out, is a prerequisite for convenience.

Not so long ago the idea of an AI agent that could restock your cupboards or refresh your wardrobe with minimal human intervention seemed like science fiction. Today, that vision is a potential reality. Recent products like Google’s Buy for Me are moving the retail experience closer to autonomous purchasing.

However, despite the enthusiasm of digital marketers for agentic commerce, the truth is that while product discovery and checkout are becoming more AI-led, they're doing so at different speeds and with different levels of consumer comfort.

AI is Changing Retail … But Not in the Way You Expect

The main goal of digital marketers has always been to reduce the steps between product discovery and purchase. The logic was simple: by making the journey faster and removing as many potential sticking points as possible, it increases your chances of converting intent into a purchase before the consumer loses interest and moves on.

Many expected that AI-powered search would shorten the path to purchase, but that isn’t happening universally. In reality, AI-powered search is encouraging shoppers to compare products, discover unfamiliar brands, and assess alternatives and prices before deciding to buy. Recent research found 42 percent of respondents in the U.S. believe AI increases the time they need to make a final purchase decision.

So far, it seems, AI has been accepted by consumers as a shopping advisor rather than an "autonomous buyer." It’s stretching the timeline between intent and action.

Capitalizing on this opportunity requires a mental shift from retailers. Instead of regarding AI commerce as primarily an automation challenge, they should see it as an opportunity to increase their visibility, relevance and usefulness throughout the expanded consideration phase.

Staying Visible When it Matters

Whenever shoppers use AI to discover and compare products, brands must be present and persuasive during those comparisons.

This is where deep learning-led retargeting can play a role. Deep learning allows retailers to use signals from the extended consideration journey to maintain relevant engagement and tailored messaging as shoppers evaluate their options.

The evolution of agentic commerce, then, may not be about taking the consumer out of the equation. Instead, it may be about giving consumers better tools to make informed decisions — e.g., clear purchase confirmations before any transaction is completed, the ability to set their own spending limits, and visible cancellation options and return policies. AI in 2026 is providing new opportunities for brands to influence customer buying decisions when it matters most.

Modern consumers, meanwhile, want a balance between convenience and control. That balance is different for every consumer. The goal is still to make shopping easier, but not at the expense of consumers losing the ability to decide for themselves.

Retailers need a new approach to AI: rather than rushing customers to the checkout, they should stay visible and relevant until the customer is ready to make their move.

Jaysen Gillespie is vice president and global head of product marketing and analytics at RTB House, a next-generation performance demand-side platform (DSP).