In the wake of third-party artificial intelligence (AI) transforming the shopping experience, retailers are banding together robustly to ensure they don’t lose grip on their precious customer relationships. The formation of the Shopper Context Protocol Working Group marks a significant stride in this direction.
A United Front for AI
With technological behemoths like Adidas, Tesla, Amazon, and Apple leading the charge, the Shopper Context Protocol Working Group aims to maintain the thread between retailers and their customers as more individuals pivot to AI for shopping. This initiative, orchestrated under the Retail AI Council, brings together industry giants to shape an approach that preserves brand loyalty, preference, and shopping intent.
The AI Shopping Surge
Recent surveys suggest that one-third of consumers are comfortable with AI agents handling their purchases. Interestingly, nearly 43% willingly embrace AI when it seamlessly integrates into their favorite retailer’s services. However, there remains a segment—about 38%—who stay cautious or averse to this technological transition.
Keeping Brands in Context
The proposed Shopper Context Protocol endeavors to foster a consistent experience for shoppers interacting with AI. As stated in CX Dive, this privacy-preserving standard will prevent proprietary lock-ins and ease implementation, ensuring retailers don’t remain oblivious to the consumer interactions on platforms like ChatGPT.
Challenges in Agentic Commerce
Current AI tools, such as the Agentic Commerce Protocol developed by OpenAI and Stripe, facilitate product discovery without capturing crucial consumer data. The Shopper Context Protocol promises to bridge this gap, offering retailers invaluable insights into customer behavior and preferences.
Climbing the AI Ladder
As explained by Matt Howland, chair of the Shopper Context Protocol Working Group, “Without a shared standard protocol for shopper context, many retailers struggle to unlock the power of AI agents.” The formation of such a protocol is a stepping stone towards fully exploiting AI’s potential while maintaining consumer touchpoints.
In sum, this coalition represents a proactive approach to ensuring that the rapid evolution of AI aligns harmoniously with the rich traditions and relationships held dear by both retailers and consumers. It’s a balancing act between embracing innovation and sustaining emotional bonds that brand experiences are built upon.
