What happened
Cheq, a cybersecurity firm that verifies AI shopping agents, 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. CEO Guy Tytunovich said that while agents still make up a small fraction of online shoppers, they are growing quickly.
Why it matters
This holiday season will be the first true test of which brands can display their wares in ways that AI agents find irresistible.
WHO IT HITSBrand marketers and ecommerce teams face a new channel as AI agents begin browsing and recommending products this holiday season, while platforms hosting those agents may face friction over ad and checkout control.
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AI shopping agents are stepping into the holiday shopping season as a distinct kind of buyer. Cheq, which verifies AI shopping agents, measured a 100x surge in agentic traffic over a 45-day period after the release of consumer AI agents such as Instinct and Meta's Muse. CEO Guy Tytunovich described agents as still a small fraction of online shoppers but growing quickly, amid a constant drumbeat of consumer agent releases.
Not everyone is welcoming them. Amazon and eBay have blocked agents to reinforce control over their ads businesses and checkout experiences. Consumers are hesitant too: Morning Consult finds shoppers are now as likely to be swayed by an agent's recommendation as by an influencer, yet 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, making agent-facing presentation a new front for brands.
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