Walmart Prepares for a Future Where AI Shops for Consumers

Walmart is preparing for a future where AI agents shop on behalf of consumers by adapting its systems to serve both humans and autonomous bots. As major players like Visa and PayPal also invest in agentic commerce, Walmart is positioning itself as a leader by developing its own AI agents and supporting broader industry integration. PYMNTS reports: Instead of scrolling through ads or comparing product reviews, future consumers may rely on digital assistants, like OpenAI's Operator, to manage their shopping lists, from replenishing household essentials to selecting the best TV based on personal preferences, according to the report (paywalled). 'It will be different,' Walmart U.S. Chief Technology Officer Hari Vasudev said, per the report. 'Advertising will have to evolve.' The emergence of AI-generated summaries in search results has already altered the way consumers gather product information, the report said. However, autonomous shopping agents represent a bigger transformation. These bots could not only find products but also finalize purchases, including payments, without the user ever lifting a finger.

Retail experts say agentic commerce will require companies to overhaul how they market and present their products online, the WSJ report said. They may need to redesign product pages and pricing strategies to cater to algorithmic buyers. The customer relationship could shift away from retailers if purchases are completed through third-party agents. To prepare, Walmart is developing its own AI shopping agents, accessible through its website and app, according to the WSJ report. These bots can already handle basic tasks like reordering groceries, and they're being trained to respond to broader prompts, such as planning a themed birthday party. Walmart is working toward a future in which outside agents can seamlessly communicate with the retailer's own systems -- something Vasudev told the WSJ he expects to be governed by industry-wide protocols that are still under development.

Third-party shopping bots may also act independently, crawling retailers' websites much like consumers browse stores without engaging sales associates, the WSJ report said. In those cases, the retailer has little control over how its products are evaluated. Whether consumers instruct their AI to shop specifically at Walmart or ask for the best deal available, the outcomes will increasingly be shaped by algorithms, per the report. Operator, for example, considers search ranking, sponsored content and user preferences when making recommendations. That's a far cry from how humans shop. Bots don't respond to eye-catching visuals or emotionally driven branding in the same way people do. This means retailers must optimize their content not just for people but for machine readers as well, the report said. Pricing strategies could also shift as companies may need to make rapid pricing decisions and determine whether it's worth offering AI agents exclusive discounts to keep them from choosing a competitor's lower-priced item, according to the report.

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