AI agents set to become indispensable for 75% of retailers by 2026, according to Salesforce report
In a rapidly evolving retail landscape, the focus on AI and unified commerce is becoming increasingly prominent. According to Salesforce's sixth Connected Shoppers Report, 75% of retail decision-makers believe AI agents will be essential to compete within the next year.
The report, based on dual surveys of 8,350 shoppers and 1,700 retail industry leaders, highlights the growing importance of AI in retail operations. The goal of prioritizing AI and unified commerce is to create seamless customer experiences while controlling operational costs.
Currently, customer service is the top use case for AI agents, with these digital assistants responding to inquiries, tracking orders, and handling returns around the clock. The report suggests that beyond customer service, AI agents will play a broader role in optimizing websites, marketing, inventory management, and employee training.
Michelle Grant, Director of Retail Strategy and Insights at Salesforce, stated that AI agents represent the next wave of retail AI innovation. She emphasized the importance of addressing both the connected technology foundation retailers need and the trust and transparency shoppers demand for success in the AI agent future.
The top factors influencing trust in AI agents include data privacy, on/off controls, approval requirements before purchases, data transparency, and access to human customer service. Among Gen Z shoppers, 63% are open to agents making purchases on their behalf, while 39% of all shoppers, and 54% of Gen Z, already use AI for product discovery.
Retailers are prioritizing AI and unified commerce to manage growing complexities across digital and physical retail channels. The report suggests a shifting landscape in retail operations due to rising customer acquisition costs, increasing returns, and changing consumer behaviors.
The report also indicates that Gen Z consumers are 10 times more likely than baby boomers to report frequent AI use in shopping. Salesforce's Agentforce - an agentic AI layer - is seen as a key tool in improving customer loyalty, as emphasized by Velia Carboni, CIO of SharkNinja.
In a significant move, Atlassian plans to increase investment in AI agents by acquiring The Browser Company for $610 million to enhance its AI-driven browser capabilities within the next year.
Interestingly, 86% of retailers are pursuing unified commerce initiatives to improve efficiency, enhance the shopping experience, and enable AI systems to perform more effectively. Moreover, 81% of retailers identify inefficient processes and technology as reducing store associate productivity due to disconnected platforms.
The report concludes by emphasizing the necessity for retailers to invest in AI and unified commerce to stay competitive in the ever-changing retail environment. With 76% of retailers planning to increase investment in AI within the next year, it seems that the retail industry is ready to embrace this technological shift.
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