Shopping is increasingly moving towards an AI agent-based ecosystem, where the entire customer journey can be carried out through AI assistants.
According to Peter G. Jørgensen, the development calls for an even stronger focus on branding and customer loyalty as chatbots and AI agents gain ground in commerce.
“Customer loyalty will only become even more important as chatbots and AI agents gain ground. The development strengthens our focus on working strategically with both loyalty and branding – two areas where we already stand strong. We must ensure that customers choose Boozt, regardless of channel, because they know and trust the brand. It is about maintaining a clear brand ethos and an experience that strengthens the connection to customers.”
Any leadership team should address the AI development strategically and ask two basic questions: ‘How do we meaningfully embrace the potential of AI agents?’ And further: ‘How do we ensure that customers continue to choose us for the culture, the values, and the purpose the brand is built on?’
Should one fear that customers will completely stop visiting the brand or the shop’s own website?
“It is clear that with this development, where AI agents are rising in popularity and will be used more by consumers as a source of inspiration and purchase, we must all ensure that we are the best at being well ranked by AI agents, so we get the optimal attention among the AI agents. We work purposefully with data quality, so our products become AI-readable and visible in different agent environments. We can see that it already delivers positive results in AI searches.”
Boozt has a dedicated AI team that focuses on understanding MCP-(Model Context Protocol, ed.) and agent technologies in practice in order to build meaningful AI solutions and “not agents for the agents’ sake”, as Peter G. Jørgensen puts it.
He points out that the AI agents will be a supplement and not a replacement for a curated, inspiring, and user-friendly boozt.com.
“Retailers must still inspire and create a smooth customer experience across the entire buying journey that makes the customer choose Boozt again and again.”
So, on one side it is about developing value-creating AI solutions for the webshop and optimising product data and content so AI platforms can easily find the shop. On the other side, you must not let go of the reins in developing your brand universe, and ensure even more consistency across touchpoints with inspiring and strategic brand communication.