Welcome to dunnhumby’s The Science of Shopping newsletter, where we explore the trends shaping the future of retail and share the insights that matter most to retailers and CPGs. In this edition, Ben Snowman dives into Agentic Commerce and what it means for customer loyalty.
Agentic Commerce is set to become a defining shift for retail. As AI agents begin to act on behalf of shoppers, the focus is moving beyond experimentation to real-world impact. The retailers that succeed will be those that understand how these agents influence choice, loyalty and value, and adapt their strategies to stay relevant in a more automated shopping journey.
A new decision-maker enters the shopping journey
Retail has spent years optimising for customers at every moment of the path to purchase. But Agentic Commerce introduces a new dynamic. AI agents don’t just support shoppers with inspiration or recommendations; they increasingly make decisions for them.
These agents can search, compare, filter and purchase products based on predefined preferences, budgets and values. That changes how shoppers interact with retailers, and it reshapes where influence and loyalty are built.
This shift is already underway. The technology exists, adoption is growing and consumer trust in AI-assisted decision-making is increasing. The question is no longer whether Agentic Commerce will scale, but how prepared retailers are for what comes next.
Why loyalty is at risk
At its core, loyalty has always been about a direct relationship between the customer and the retailer or brand. Agentic Commerce disrupts this by placing AI in the middle.
When agents control discovery and selection, retailers face several challenges:
- Customer relationships become more indirect, with agents acting as the primary interface
- Price and value comparisons become instant and constant
- Traditional impulse drivers, like in-store visibility or on-site merchandising, lose influence
- Brands and platforms that optimise for agents may gain disproportionate power
If retailers do nothing, loyalty risks shifting away from brands and towards the agent ecosystems themselves.
Rethinking loyalty for an agentic world
Winning in Agentic Commerce does not mean abandoning loyalty. It means evolving it.
Retailers need to design loyalty strategies that work for both humans and machines. That starts with recognising that agents prioritise clarity, structure and measurable value.
There are four key areas to focus on.
1. Modernise loyalty mechanics
Points and perks still matter, but they need to be more flexible and more transparent. Loyalty benefits should be easy for agents to evaluate and factor into decisions, not hidden behind complexity.
2. Make value explicit
Agents optimise for outcomes. Benefits like faster delivery, consistent pricing, sustainability credentials or personalised savings need to be clearly defined and easy to compare.
3. Invest in behavioural intelligence
Personalisation still plays a critical role. Rich behavioural models help retailers surface relevant offers and experiences that influence both shopper preferences and agent decision-making.
4. Unify customer data
Agent-ready loyalty depends on strong data foundations. Unified customer profiles that combine transactions, behaviours and preferences enable more meaningful engagement, even when interactions are automated.
What Comes Next
Agentic Commerce represents a fundamental shift in how shopping decisions are made. For retailers, the opportunity lies in shaping how loyalty works in this new environment, rather than reacting once control has already shifted elsewhere.
The future of loyalty will belong to retailers that are trusted by customers and understood by agents. Those who act now can ensure they remain a preferred choice, even when the shopper is no longer the one doing the clicking.
