Zac Brandenberg is Co-Founder and CEO of DRINKS, the end-to-end infrastructure for regulated digital commerce.
I want you to try something. Go to ChatGPT right now and ask it to recommend a product in your category. See if your brand comes up. If it doesn't, you just watched your future customer walk past your store without knowing it was there. That's the new competitive landscape, and most brands have no idea they're already losing. Morgan Stanley estimates nearly half of online shoppers will hand purchasing decisions to AI agents by 2030. The question isn't whether this shift is coming. It's whether your brand survives it.
Loyalty: A Human Concept
Every e-commerce playbook written in the past three decades assumes a person on the other end of the transaction: someone who notices your packaging, has a memory of a past order, maybe even follows you on Instagram.
AI shopping agents don't do any of that.
