AI shopping agents are starting to buy for people. What it means if you sell to marketers

What was reported

• A Reuters analysis, as reported by American Bazaar, says AI agents that research and buy products for shoppers could eat into retail media, the business of brands paying retailers to promote products.
• It cites Morgan Stanley estimating that such agents could make up 10% to 20% of US e-commerce spending by 2030, and eMarketer projecting a $74.4 billion US retail media market in which Amazon and Walmart hold a combined 88%.
• Walmart is adding ways for AI agents to shop on a customer’s behalf, with purchases approved by the customer by default. Amazon has taken a harder line on third-party agents.

Why it matters for creators, affiliates and agencies

The same thing is starting in B2B: marketers ask an assistant for a shortlist before they ask a colleague. An agent does not care who introduced you. It reads what can be found and checked about you. A Found page a person approved, and Few Found Verified when you want the full check, give it something true to read.