Mastercard: Merchants Want AI Shoppers Without Losing the Customer
Merchants demand AI shopping tools that keep customers without sacrificing brand loyalty.
In brief
Merchants demand AI shopping tools that keep customers without sacrificing brand loyalty. Merchants want AI agents to handle discovery without losing direct customer relationships. Originally reported by Pymnts.
Agentic Commerce Transition
AI shopping tools are getting faster but merchants aren't ready to let them buy.
“The searches are already happening”
Gaurang Shah on AI Usage
Consumers use AI for discovery but stop at recommendations.
“The access is very easy”
Consumer vs Merchant Trust
Consumers expect protection; merchants want liability with the agent.
“The consumer though has the baseline expectation that they’re protected”
Merchant Control Challenge
Merchants need to verify agent legitimacy and consumer authorization.
“A merchant needs to know whether the agent reaching its checkout is legitimate”
AI as Discovery Channel
Merchants want both their own and third-party AI channels.
“They want to offer both channels”
What AI Optimizes For
AI may prioritize price over brand loyalty, hurting merchants.
“The simplest optimization function for a shopping agent could also be one of the most destructive for brands”
In short
Merchants want AI agents to handle discovery without losing direct customer relationships.
