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The next generation of artificial intelligence will not only provide answers, but also perform tasks autonomously. ‘Agentic AI’ – autonomous, targeted AI – promises to revolutionise the retail landscape. But is the sector ready for it?
From reactive to proactive
Until now, retailers have mainly used AI as an intelligent assistant: chatbots answered customer questions, algorithms made product recommendations, and predictive models optimised inventory management. But with the emergence of ‘agentic’ AI, the paradigm is fundamentally changing. These systems can set goals, plan steps and execute actions autonomously, without constant human intervention.
Instead of simply flagging trends, an AI agent can, for example, automatically set up marketing campaigns, adjust product prices based on real-time competitive data, or redesign logistics routes to avoid delays. “These systems are no longer tools. They are becoming autonomous collaborators,” says Jorg Snoeck, founder of RetailDetail.
From happy few to standard
In retail, the possibilities are particularly varied. “Almost all key retail processes will be handled by algorithms,” warn analysts at Bain & Company in their new report, The Future of Retail. What was once reserved for an ‘elite’ is now becoming accessible to the general public, and some players are suddenly losing their unique advantage.
- Automation of category management: agentic AI can autonomously propose and implement range adjustments based on local sales data and weather forecasts.
- Hyper-personalised customer service: why not offer customers an AI agent that actively supports them, remembers their preferences and proactively makes suggestions? By 2035, no less than 30% of consumer purchases are expected to go through AI agents anyway.
- Supply and logistics chain optimisation: AI can continuously filter supplier data, assess risks and propose alternatives, even in the event of geopolitical disruptions.
- Some technological pioneers are already experimenting with autonomous AI agents in loyalty programmes, dynamic pricing or even in-store robots that autonomously control inventory.
Promises and concerns
However, agentic AI also raises questions. How can control and transparency be guaranteed in a system that makes its own decisions? How can bias or erroneous actions be avoided when AI acts autonomously? And what about regulation, data protection and ethics?
Retailers must therefore strike a balance between autonomy and supervision. “Human control and clear boundaries remain essential,” explains Alex Kantrowitz, technology analyst at Big Technology. “Agentic AI must operate within a carefully defined framework, otherwise you create risks instead of value.”
Shoppers cheat anyway
Although the technology is still under development, experts see agentic AI as an important link towards fully automated retail models. In a market where speed, scale and personalisation make all the difference, this form of AI can help businesses operate faster and smarter.
The coming years will be decisive: those who bet early on agentic AI while putting effective control mechanisms in place will be able to forge a structural competitive advantage. Those who don’t follow suit, on the other hand, will lose margins and be left behind. Because, as Bain says, “shoppers will cheat on you with AI” anyway.
