[Playbook] AI & Agentic Commerce: the guide to transforming your customer experience

With $73 billion in sales influenced during Black Friday 2025—a 22% increase in just one year—the commercial impact of AI is already a reality. This acceleration isn’t just a fluke; it’s a symptom of a profound transformation. The navigational logic of e-commerce, based on filters and clicks, is giving way to a dialogue guided by consumer intent.

This shift requires mastering the principles of agentic commerce today to turn this technological disruption into a competitive advantage. How can you pivot from a model centered on navigation optimization to a strategy designed for intent, ensuring you are not only visible but actively recommended by AI?

What you will find in this study on AI and agentic commerce

• 2026 map: the use of AI in purchasing journeysDive into new consumer behaviors. You’ll discover how, beyond mass adoption, AI has become a tool for preparation, comparison, and validation before the final purchase, redefining the concepts of trust and credibility.
• GEO, GEA, agentic commerce: what AI is already changing in the shopping experienceAnalyze the transformation of strategic touchpoints. We break down how generative engine optimization (GEO) and generative engine advertising (GEA) are replacing traditional SEO and why the goal is no longer just to appear in results, but to be “chosen” and recommended by the algorithm.
• When AI reshapes product discovery and performance measurementMeasure the concrete impacts on your business: discover the initial figures on traffic generated by LLMs by sector, and why structured content and intelligent product feeds are becoming the pillars of performance in shorter, more targeted customer journeys.
• Checklist and roadmap: how to react and what tools to useAn action plan and a concrete checklist to audit your ecosystem (data, UX, content) and deploy a solid technical and organizational foundation capable of turning AI into a real driver of growth.

From navigation to intent: the new paradigm of agentic commerce

E-commerce was built on a navigation paradigm: the user browses catalogs, applies filters, and clicks to compare products in a structured, but often rigid, path. This optimized structure is increasingly struggling to meet the new expectations of an audience seeking simplicity and relevance.

The rise of conversational models introduces the opposite dynamic. Now, the user expresses an intention, and the AI takes on the task of synthesizing, filtering, and recommending. Online shopping, once linear, is becoming interactive and focused on intent. This new paradigm is already transforming user habits.

For retailers, this transition represents a major strategic disruption. The concept of agentic commerce, brought to the forefront by the introduction of the UCP (Universal Commerce Protocol), presents a new challenge. This requires rethinking how product data and content are structured to ensure they are visible, readable, and recommendable by any conversational agent.

The state of AI in e-commerce: 3 key figures

• During Black Friday 2025, AI agents influenced $73 billion in global sales.
• Sales growth is 7 times higher for retailers who have integrated AI agents into their websites compared to those who have not.
• In the retail sector, traffic generated by large language models has multiplied by over 100 in less than a year.