For the past decade, DTC brands have focused on mastering search engines, social media advertising, and email marketing.
But a new shift is emerging that could fundamentally change how customers discover and buy products:
AI shopping agents.
Instead of browsing websites or scrolling through ads, consumers are increasingly using AI assistants to research products, compare options, and even make purchases on their behalf.
This trend – often called agentic commerce is quickly becoming one of the most important developments in ecommerce. And most brands aren’t prepared for it yet.
Follow me on LinkedIn for more marketing, operations, and business growth insights.
What Is Agentic Commerce?
Agentic commerce refers to a shopping experience where AI systems act on behalf of the consumer.
Instead of typing a query into Google and clicking through websites, a customer might simply ask:
“Find the best CBD gummies for sleep under $60.”
An AI assistant can then:
- search across ecommerce stores
- analyze product reviews
- compare prices and ingredients
- recommend the best option
- potentially complete the purchase
Some retailers are already building systems that allow shoppers to buy products directly through AI assistants without visiting a website.
In fact, traffic to retail websites coming from AI tools surged dramatically in 2025 as consumers began using AI to research products and find deals. The implication is massive. The traditional ecommerce funnel may soon look very different.
Why This Matters for DTC Brands
Most DTC growth strategies today revolve around three core acquisition channels:
- Paid media (Meta, Google, TikTok)
- Organic search (SEO)
- Social and influencer marketing
But AI shopping agents introduce a new gatekeeper.
Instead of a customer seeing 10 brands competing on a search results page, an AI system may simply recommend one or two options. That dramatically increases the stakes.
If your product isn’t recommended by the AI system, the consumer may never see it.
The New Battle: AI Discovery
Brands have spent years optimizing for Google. Now they must also optimize for AI recommendation systems. This emerging practice is often called Generative Engine Optimization (GEO).
Instead of ranking on search engines, the goal is to become the brand that AI systems recommend when answering a question.
For example:
A user asks an AI assistant:
“What’s the best CBD oil for stress?”
The AI might pull information from:
- product reviews
- Reddit discussions
- brand websites
- ecommerce marketplaces
- expert blogs
- structured product data
The brands that appear most credible across those sources will be more likely to be recommended.
The Five Factors That Influence AI Product Recommendations
While the ecosystem is still evolving, early patterns are emerging around what influences AI recommendations.
1. Structured Product Data
AI systems rely heavily on product metadata.
Brands that provide structured data such as:
- ingredients
- product benefits
- pricing
- product specifications
make it easier for AI systems to interpret and recommend their products.
2. Third-Party Credibility
AI models frequently reference trusted external sources like:
- expert reviews
- forums
- news publications
- independent product rankings
If credible sources talk about your brand, it increases the likelihood of appearing in AI responses.
3. Customer Reviews
Reviews have always influenced ecommerce conversions.
But they may become even more important.
AI models often summarize review sentiment to determine product quality.
Brands with strong reviews and clear feedback signals may be prioritized in recommendations.
4. Brand Authority
AI models often favor brands that appear frequently across the web.
This includes:
- media mentions
- strong SEO presence
- active community engagement
In other words, brand awareness still matters—but now it also influences AI discovery.
5. Clear Product Positioning
AI systems perform best when products have clear differentiation.
For example:
Instead of generic positioning like:
“Premium CBD Gummies”
Products with clearer positioning such as:
“CBD Gummies Designed to Help You Stay Asleep”
are easier for AI systems to match to user queries.
The Future of DTC Marketing
Agentic commerce represents a fundamental shift in how consumers interact with brands.
Instead of manually researching products across multiple websites, shoppers may increasingly rely on AI to do that work for them.
In the coming years, brands will likely need to optimize not only for:
- search engines
- social media algorithms
- ecommerce marketplaces
but also for AI recommendation engines.
Companies that adapt early will gain a significant advantage.
Those that ignore the shift may find themselves invisible in the next generation of digital commerce.
Final Thoughts
DTC marketing has evolved several times over the past two decades:
- First came SEO.
- Then social media advertising.
- Then influencer marketing.
Now, AI agents may become the next major gateway between brands and consumers.
The brands that win won’t just build better products.
They’ll build products that AI systems know how to find, understand, and recommend.
Follow me on LinkedIn for more marketing, operations, and business growth insights.