NIQ and Similarweb partner to measure AI-driven commerce

NIQ and Similarweb have announced a collaboration to develop a measurement solution designed to track AI-driven commerce. The project aims to connect AI-driven product discovery to verified sales outcomes, bridging the gap between initial consumer prompts and final purchases.

The solution is expected to launch in an initial version by the fourth quarter of 2026, focusing on a limited selection of markets and product categories. The measurement tool will analyze five key areas: consumer purchase intent expressed in prompts, product recommendations made by AI assistants, brand visibility relative to competitors, the completeness of product data, and the resulting traffic and sales across online and omnichannel platforms.

The initiative addresses a growing challenge in digital measurement caused by agentic commerce. As AI assistants like ChatGPT, Gemini, Perplexity, and Claude move toward completing entire buying journeys within a single interface, traditional referral data and clickstream tracking are becoming less effective. The new tool intends to monitor how these AI systems influence consumer behavior and sales.