Agentic Commerce
Be found by agents. Be ready when customers arrive
Agentic commerce is already changing customer behaviour.
Platform agents like ChatGPT now return shortlists of a few recommended options to questions that used to surface hundreds. At the same time, retailers are introducing conversational agents into their own apps and websites, turning shopping into a dialogue rather than a search journey.
Even as agentic commerce protocols emerge, most retailers aren't ready for the shift. Product data often lacks the structure agents need to interpret it properly, while many on-site experiences still rely on rule-based chatbots that quickly lose context.
Ultimately, loyalty must now be earned twice – once from the customer, and once from the AI agent acting on their behalf. And this new reality creates clear risks:
Being left off the platform agent shortlist
Being represented by scraped, unverified information
Being outpaced by more conversational competitors
dunnhumby helps retailers and brands compete on both sides of agentic commerce: discoverability through external agents, and conversational shopping within their own channels.
Unlike generic AI platforms, our proprietary models ground agent recommendations in real customer transaction behaviour through hundreds of derived attributes like missions, need states, and basket-level context.
For platform agents (ChatGPT, Gemini, and others):
Structure product data using missions, need states, and detailed attributes agents can interpret based on customer intent
Replace scraped, unverified content with verified, agent-ready information
Measure and optimise visibility and rank across agent responses
For retail agents (your own apps and websites):
Create conversational shopping experiences that understand context, intent, and personal preference
Help customers discover products, build baskets, and refine choices naturally
Personalise interactions using the same customer understanding that powers loyalty programmes today
One proposition for both sides of the new shopping journey
Whether customers discover products through platform agents or interact with retail agents on your own channels, dunnhumby helps ensure the experience reflects your brand and customers
80–95%
of purchases that start with a platform agent still close on the retailer's website
900m
weekly active users on ChatGPT, just one of several platform agents customers are already using to shop
5-8
responses returned by a typical platform agent. There’s no page two
Thought leadership
Contact us
Get in touch and discover how we can help you succeed by putting your customers first.