Artificial intelligence is reshaping every corner of the retail landscape, and a new wave of agentic AI shoppers is changing how brands must think about data, experience and customer connection. Debra Langley, partner at CAPTIS Ventures, and Greg Merrill, president at Futura Fragua unpack the rapid rise of AI shopping agents and what this evolution means for the future of retail. Both experts are members of the NRF Innovation Advisory Committee.
Debra Langley, partner at CAPTIS Ventures
As Langley points out, this isn’t just another technology trend — it’s bigger than the fourth industrial revolution — and evolving faster. Adobe reported a 1,200% increase in shopping site traffic from gen AI sources in just seven months, with adoption continuing to rise. Brands are now encountering a new kind of customer: a non-human, super-smart, actively learning shopper. These AI agents are logical, fast and constantly optimizing — and most retailers aren’t ready for them yet. The technology offers an unprecedented opportunity to reinvent decades-old inefficiencies and make shopping journeys seamless. But it also creates new challenges around trust, security and infrastructure.
Merrill says the arrival of AI means companies have no choice but to evolve. “Brands and retailers must get better, or they will become irrelevant,” he says. That transformation begins with data — the foundational element for every successful AI strategy. Without clean, structured, unified data, AI initiatives risk becoming unreliable and ineffective.
The conversation dives deep into why structured, unified data is essential for retailers that want to thrive in an AI-powered landscape. Both guests emphasize that many companies are rushing to adopt artificial intelligence tools without first “tying their shoelaces.” In other words, they’re not adequately preparing their data ecosystems for the complexity of AI shopping agents.
Greg Merrill, president at Futura Fragua
Bad or incomplete data leads to broken bots and poor customer experiences. By contrast, accurate and optimized data can help brands surface in AI-driven discovery, ensure products are presented accurately and build trust with both human and AI shoppers.
AI offers real upside: forcing brands to get better, improving personalization and increasing sales. But both guests acknowledge the potential risks. Just as the early internet gave rise to unforeseen challenges like misinformation and the dark web, AI will attract bad actors if guardrails aren’t in place. Trust, governance and readiness will be crucial.
Human experience is the ultimate advantage
While AI agents will increasingly handle transactional tasks, the human experience remains a critical differentiator. Langley points to consumer data showing that 70% of Gen Z still enjoys shopping in person — and Merrill describes how retail experiences can create emotional bonds that AI can’t replicate. That emotional layer is where retailers can stand out, turning functional transactions into meaningful brand connections.
This conversation is only the beginning. Retailers must prepare now — with strong data, thoughtful strategies and a commitment to the human element — to thrive in an era where their “customer” might be a bot.
(00:00:00) A new era of retail innovation
How global innovation is shaping retail’s future
Why “if you don’t innovate, you lose” is more than a slogan
The rise of regional startup ecosystems
(00:05:02) The rise of AI shopping agents
Why this wave is bigger than the fourth industrial revolution
How agentic shoppers are changing retail
What happens when brands aren’t ready to adapt
(00:10:08) Explaining AI shoppers to traditional retailers
Why bots make purely logical decisions
The critical role of structured, unified data
How company culture impacts AI readiness
(00:17:06) The promise and peril of AI
How artificial intelligence can make brands smarter and more efficient
Why increased personalization can boost long-term sales
The risks of isolation and bad actors in a digital world
Why trust and governance must move just as fast as innovation
(00:20:00) Why human experience still matters
How real-world interaction becomes the new competitive edge
Why emotion drives brand loyalty in an AI-driven world
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