AI, Agents, and the New Rules of Retail: Key takeaways from Shoptalk Spring 2026

AI was a consistent theme across Shoptalk Spring 2026, but the focus has shifted.

Rather than discussing potential, sessions centred on how AI is already influencing consumer behaviour, discovery, and retail operations. The conversations pointed to a set of practical changes that ecommerce leaders need to account for now. Below are the key takeaways from the event.

AI adoption is growing, but behaviour and trust still shape how it’s used

More than half of consumers are already using AI to research products and inform purchase decisions, and adoption continues to increase.

At the same time, usage is shaped by trust and context. Consumers are selective about where and how they rely on AI, and adoption varies by use case.

Today, AI plays a strong role in the middle of the funnel, helping shoppers explore options, compare products, and narrow decisions. It supports the process rather than replacing it.

For brands, this means aligning with existing behaviours instead of trying to force new ones.

Discovery is shifting toward AI-assisted experiences

Consumer discovery patterns are evolving.

Shoppers are increasingly using AI-powered tools to guide decisions, relying on them to surface relevant products and provide recommendations. In some cases, these experiences are already replacing traditional search as a starting point.

As this shift continues, expectations for relevance and personalisation are increasing. Tolerance for generic messaging is declining, and brands are expected to show up with contextually relevant information.

This places more emphasis on how products are represented and understood within these environments.

Agentic commerce is taking shape, but adoption will vary

There is no single definition of agentic commerce across the industry.

Some see it as AI systems that can research and complete purchases on behalf of consumers. Others expect a more gradual shift, with AI supporting decisions rather than fully automating them.

What is consistent is that adoption will vary by category, use case, and customer preference. The customer journey is not disappearing, but it is changing as AI takes on a larger role within it.

For brands, the focus should be on understanding where these experiences add value and where customers still want control.

Product data is becoming more important in AI-driven environments

Across sessions, product data emerged as a critical factor.

As AI systems become part of the discovery layer, brands need product data that is complete, structured, and regularly updated. This includes attributes, context, and language that allow AI systems to interpret and present products accurately.

Without this foundation, visibility becomes inconsistent. With it, brands are better positioned to appear in relevant moments and provide accurate information.

Product data directly impacts discoverability, relevance, and performance.

What ecommerce leaders should prioritise now

Shoptalk pointed to a clear set of priorities:

• Improve product data quality, structure, and completeness

• Adapt to changing discovery behaviours and rising expectations for personalisation

• Test agent-supported experiences where they align with customer needs

• Strengthen measurement across retail media and performance channels

These steps help teams respond to how consumers are already engaging with AI-powered experiences.

The final word

Shoptalk Spring 2026 highlighted how quickly retail is adapting to new technologies and behaviours.

AI is already influencing how products are discovered, evaluated, and purchased. For ecommerce leaders, the focus now is on execution, data readiness, and aligning with how customers are choosing to shop.

To learn more about how retailers are using AI to improve product data management, marketing, UX optimisation and compliance, download our eBook,  “How Artificial Intelligence Enables Brands and Retailers to Sell Smarter.”