電商品牌在假日購物季前迎戰 AI 購物智能體
Ecommerce confronts AI shopping agents ahead of holiday season
今年假日購物季，電商品牌將面對 AI 購物智能體這類新購物者；Cheq 稱，Instinct 和 Meta’s Muse 等消費者智能體推出後，智能體流量在 45 天內激增 100 倍。Amazon 和 eBay 已封鎖智能體，以維持對廣告業務和結帳體驗的控制；消費者雖可能受智能體推薦影響，但很少願意讓 AI 代為購買。
This coming holiday season, brands will have a new type of shopper to court: AI agents.
Cheq, a cybersecurity company that verifies AI shopping agents, says it recorded a 100x surge in agentic traffic over a 45-day period following the release of consumer AI agents like Instinct and Meta’s Muse. While agents still make up a small fraction of online shoppers, they’re growing quickly, especially among a constant drumbeat of consumer agent releases, Cheq CEO Guy Tytunovich said.
But not everyone is on board: Amazon and eBay have blocked agents to reinforce control over their ads businesses and checkout experiences.
Consumers are hesitant, too. Shoppers are now as likely to be swayed by an agent’s recommendation as by an influencer, Morning Consult finds, but few are comfortable letting AI make purchases on their behalf. This holiday season will be the first true test of which brands are best at displaying their wares in ways that agents find irresistible.
來源：Semafor · semafor.com