Artificial intelligence is becoming a key player in the interaction between brands and consumers, and its role will only grow in the coming years. Experts predict that by 2030, most communications will be carried out with the help of AI bots or agents.
According to the Digital & Tech Trends Report 2026-2027 by AIN, autonomous AI systems are already capable of analyzing data, assessing situations, and planning actions without human intervention. These technologies are transforming marketing, where they are actively used for automatic report generation, analyzing user behavior, and optimizing targeting.
To ensure AI agents work effectively, it is important for companies to prepare their data infrastructure using APIs, structured bases, and tags, so that these systems can provide relevant recommendations. As reported by Capgemini, 46% of shoppers already use AI recommendations, while 20% of Americans use ChatGPT for shopping at Walmart. However, British consumers are not as trusting of technologies: only 4% are ready to use AI for shopping.
A forecast from Content Square anticipates that by 2028, 70% of customer interactions will be executed via AI agents. The main factors driving these changes are the fear of making wrong choices due to the large volume of information and the ability of AI to handle routine tasks, leaving the creative part to humans.
However, the implementation of AI carries the risk of creating technical debt when companies neglect rules and regulations, which can undermine trust and transparency in processes. To succeed, brands must be prepared to explain the actions and decisions of their AI agents.
| AI Usage Metrics | USA | UK |
|---|---|---|
| Use of AI recommendations | 46% | 4% |
| Use of ChatGPT for shopping | 20% | – |
| Satisfaction from shopping through AI agents | 95% | 95% |
The Digital & Tech Trends research also covers examples of the most successful companies that are already using these innovations, striving to remain competitive in a changing landscape.
