A new scenario has already opened up: what happens when the decision-maker in purchasing is no longer a human consumer? Artificial intelligence not only answers questions or recommends products.
New autonomous agents are beginning to take on complete tasks: comparing prices, analyzing reviews, checking availability, and executing decisions on behalf of the user.
Purchasing ceases to be a traditional process and becomes an automated operation based on data, patterns, and previous preferences.
The phenomenon has a name that is gaining prominence among major tech companies, consultants, and specialists: Agentic Commerce.
Agentic Commerce no longer acts like a person
Currently, around 900 million people use ChatGPT weekly, and about 2 billion consult AI-based integrated response systems monthly.
Simultaneously, the traffic generated from artificial intelligence tools to e-commerce platforms recorded a 4,700% year-on-year growth during the last major holiday shopping season.
The forecasts are even more striking. Gartner estimates that by 2028, AI agents could manage up to 15 trillion dollars in B2B operations.
The magnitude of the figure anticipates, unsurprisingly, a structural change and not a mere passing trend.
Spain has already begun to adopt this change
And no, it is not a phenomenon reserved for Silicon Valley or large international markets; it has also arrived in Spain.
13% of Spanish consumers already use AI-based tools during purchasing processes. Additionally, one in three users turned to conversational systems to compare prices during the last Black Friday.
There is also a particularly relevant fact: artificial intelligence has already become one of the most reliable sources for shoppers, surpassing elements that have dominated consumption decisions for years, such as influencer recommendations, traditional reviews, or digital advertising.
This radically changes the logic of marketing.
Brands will no longer compete the same way
Álvaro Gómez, CEO of Elogia, summarizes the change with a phrase that reflects the new reality: “The consumer is delegating their purchasing intention to digital agents that know their budget and real needs. For brands, this means that their new client is no longer just a person, but an algorithm that decides in milliseconds based on objective data.”
When an AI acts as an intermediary, many emotional elements that have historically built brand loyalty disappear.
An algorithm does not buy out of sympathy, impulse, or notoriety. It evaluates factors such as immediate availability, verifiable reputation, technical characteristics, reviews, and efficiency.
In other words: the decision becomes mathematical.
From traditional SEO to AEO
This new scenario drives the emergence of an emerging discipline: AEO or Agent Engine Optimization.
For years, companies dedicated resources to optimizing content for traditional search engines. Now the challenge completely changes. The goal is to be understandable to intelligent agents.
Álvaro Gómez summarizes it this way: “If your product is not readable by an AI, you will simply cease to exist in the new digital showcase.”
The so-called machine-readability is becoming a central concept. Algorithms need to interpret attributes, specifications, availability, reputation, and structured data without friction.
The battle is no longer only taking place on Google but is developing within intelligent assistants, automated marketplaces, and conversational models.
Amazon already offers clues as to where the market is heading
Some platforms already show tangible examples of this transformation.
Amazon Rufus, the AI-powered conversational system developed by the e-commerce giant, reached 250 million unique users and is said to have generated more than 10 billion dollars in annualized incremental revenue. Additionally, it is estimated to improve the conversion rate by around 60%.
These results explain why many companies are beginning to review strategies, budgets, and technological structures.
Experts identify several visible changes: less human traffic, increased conversions, new advertising wars for algorithmic visibility, and a growing dependence on structured data and APIs.
The big question no longer seems to be whether this transformation will arrive. The question that begins to concern companies is another: when machines buy for us, how will brands convince those who no longer feel emotions?
A new scenario has already opened up: what happens when the decision-maker in purchasing is no longer a human consumer? Artificial intelligence not only answers questions or recommends products.
New autonomous agents are beginning to take on complete tasks: comparing prices, analyzing reviews, checking availability, and executing decisions on behalf of the user.
Purchasing ceases to be a traditional process and becomes an automated operation based on data, patterns, and previous preferences.
The phenomenon has a name that is gaining prominence among major tech companies, consultants, and specialists: Agentic Commerce.
Agentic Commerce no longer acts like a person
Currently, around 900 million people use ChatGPT weekly, and about 2 billion consult AI-based integrated response systems monthly.
Simultaneously, the traffic generated from artificial intelligence tools to e-commerce platforms recorded a 4,700% year-on-year growth during the last major holiday shopping season.
The forecasts are even more striking. Gartner estimates that by 2028, AI agents could manage up to 15 trillion dollars in B2B operations.
The magnitude of the figure anticipates, unsurprisingly, a structural change and not a mere passing trend.
Spain has already begun to adopt this change
And no, it is not a phenomenon reserved for Silicon Valley or large international markets; it has also arrived in Spain.
13% of Spanish consumers already use AI-based tools during purchasing processes. Additionally, one in three users turned to conversational systems to compare prices during the last Black Friday.
There is also a particularly relevant fact: artificial intelligence has already become one of the most reliable sources for shoppers, surpassing elements that have dominated consumption decisions for years, such as influencer recommendations, traditional reviews, or digital advertising.
This radically changes the logic of marketing.
Brands will no longer compete the same way
Álvaro Gómez, CEO of Elogia, summarizes the change with a phrase that reflects the new reality: “The consumer is delegating their purchasing intention to digital agents that know their budget and real needs. For brands, this means that their new client is no longer just a person, but an algorithm that decides in milliseconds based on objective data.”
When an AI acts as an intermediary, many emotional elements that have historically built brand loyalty disappear.
An algorithm does not buy out of sympathy, impulse, or notoriety. It evaluates factors such as immediate availability, verifiable reputation, technical characteristics, reviews, and efficiency.
In other words: the decision becomes mathematical.
From traditional SEO to AEO
This new scenario drives the emergence of an emerging discipline: AEO or Agent Engine Optimization.
For years, companies dedicated resources to optimizing content for traditional search engines. Now the challenge completely changes. The goal is to be understandable to intelligent agents.
Álvaro Gómez summarizes it this way: “If your product is not readable by an AI, you will simply cease to exist in the new digital showcase.”
The so-called machine-readability is becoming a central concept. Algorithms need to interpret attributes, specifications, availability, reputation, and structured data without friction.
The battle is no longer only taking place on Google but is developing within intelligent assistants, automated marketplaces, and conversational models.
Amazon already offers clues as to where the market is heading
Some platforms already show tangible examples of this transformation.
Amazon Rufus, the AI-powered conversational system developed by the e-commerce giant, reached 250 million unique users and is said to have generated more than 10 billion dollars in annualized incremental revenue. Additionally, it is estimated to improve the conversion rate by around 60%.
These results explain why many companies are beginning to review strategies, budgets, and technological structures.
Experts identify several visible changes: less human traffic, increased conversions, new advertising wars for algorithmic visibility, and a growing dependence on structured data and APIs.
The big question no longer seems to be whether this transformation will arrive. The question that begins to concern companies is another: when machines buy for us, how will brands convince those who no longer feel emotions?
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