Is “agentic” AI the future of retail?
June 20, 2025
The next generation of artificial intelligence will not only provide answers, but also perform tasks autonomously. ‘Agentic AI’ – self-reliant, goal-oriented AI – promises to radically change the retail landscape. But is the industry ready for it?
From reactive to proactive
Until now, retailers have mainly used AI as a smart assistant: chatbots answer customer questions, algorithms make product recommendations and predictive models optimise inventory management. But with the rise of so-called agentic AI, the paradigm is fundamentally changing. These systems can independently set goals, plan steps and execute actions – without constant human intervention.
For example, instead of just reporting trends, an AI agent can automatically create marketing campaigns, adjust product prices based on real-time competitive data or redraw logistics routes to avoid delays. “These systems are no longer tools. They become employees with autonomy,” observes Jorg Snoeck, founder of RetailDetail.
From ‘happy few’ to standard
In retail, the possibilities are extremely diverse. ‘Almost every core process in retail will be taken over by algorithms,’ Bain & Company analysts warn in their new report. What used to be reserved for a ‘happy few’ will now become accessible to the masses – and so a number of players will suddenly lose their unique advantage.
- Automation of category management: agentic AI can independently suggest and implement assortment adjustments based on local sales data and weather forecasts.
- Hyperpersonal customer service: why not offer customers an AI agent that actively guides them, remembers their preferences and proactively makes suggestions. As much as 30% of consumer purchases would go through AI agents by 2035 anyway.
- Sourcing and supply chain optimisation: AI can continuously screen supplier data, assess risks and suggest alternatives, even in the face of geopolitical disruptions.
- Some technology frontrunners are already experimenting with autonomous AI agents within loyalty programmes, dynamic pricing or even in-store robots that independently check inventory.
Promise and concern
Yet agentic AI also raises questions. How do you ensure control and transparency in a system that makes its own decisions? How do you avoid bias or incorrect actions when the AI acts independently? And what about regulation, data protection and ethics?
Retailers must therefore strike a balance between autonomy and supervision. ‘Human control and clear boundaries remain crucial,’ says Alex Kantrowitz, tech analyst at Big Technology. ‘Agentic AI must operate within a carefully defined framework, otherwise you create risk instead of value.’
Shoppers are going strange anyway
Although the technology is still in development, experts see agentic AI as an important link to fully automated retail models. In a market where speed, scale and personalisation make the difference, this form of AI can help companies operate faster and more intelligently.
The next few years will be decisive: those who bet on agentic AI early while properly implementing control mechanisms can build a structural competitive advantage. Those who do not participate, on the other hand, will lose margin and allow themselves to be cheated. Because ‘shoppers will cheat with AI,’ as Bain puts it.
