AI integration in consumer and B2B purchasing

The role of Artificial Intelligence in commerce is shifting from simple automation toward the deployment of autonomous AI agents. Early discussions highlighted that these agents differ from traditional chatbots by their ability to receive complex objectives, research options, and execute purchases on behalf of users, forcing marketing to compete for the selection of digital agents rather than just human attention.

Recent data shows this transformation is actively occurring in both consumer and B2B sectors. In fashion e-commerce, companies like Zalando have seen millions of customers utilize digital assistants to find products based on specific needs, which has contributed to reducing returns related to incorrect sizing. Research indicates significant adoption across Europe, with high percentages of consumers in France, Germany, the United Kingdom, and Poland using AI for product searches, brand comparisons, and price reviews.

In the B2B sector, AI automation is becoming a standard practice, with 87 percent of sales organizations utilizing the technology. While most salespeople report that AI agents assist their work, a growing majority of B2B customers—two-thirds—now prefer to complete purchasing processes without direct involvement from a salesperson.