Amazon.com IncAmazon's Rufus assistant renamed to Alexa for Shopping, positioning it in agentic commerce.
AI assistants are becoming a new gateway to retail, changing how consumers discover, compare, and buy products, according to a report from Retail Insight Network. McKinsey research cited in the report found that 38% of surveyed consumers in France, Germany, and the UK use AI to research products or inform purchase decisions. Major platforms are moving in this direction: Amazon renamed its Rufus assistant to Alexa for Shopping in May 2026, and OpenAI launched shopping research in ChatGPT in November 2025, with retailers like Target, Sephora, and Nordstrom integrating via its Agentic Commerce Protocol. McKinsey estimates agentic commerce could mediate between $3 trillion and $5 trillion of global consumer commerce by 2030. The report advises retailers to audit product data, monitor AI visibility, prepare for AI integration, and protect direct customer relationships as AI becomes another front door to retail.
Amazon.com IncAmazon's Rufus assistant renamed to Alexa for Shopping, positioning it in agentic commerce.
Target CorporationTarget integrates with OpenAI's Agentic Commerce Protocol, potentially boosting sales through AI shopping.
OpenAI launched shopping research in ChatGPT, a key player in agentic commerce.
Nordstrom integrates with OpenAI's protocol, potentially increasing customer reach.
Sephora integrates with OpenAI's protocol, enhancing its AI shopping capabilities.