AI’s disruption of online commerce is just starting

AI agents might not be taking your list to the store just yet, but AI is still reshaping the world of retail.

By ,
Head of Content & Media
Published on March 11, 2026 • Last updated on March 11, 2026 • 2 minutes read

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    Consumers jumped on the AI search bandwagon soon after ChatGPT launched. Now, more than half of shoppers now use AI as a research supplement, and nearly 20% are moving to AI-powered LLMs for all or most of their search needs. 

    Brands, on the other hand, are focusing on AI to power chat and customer experiences. That creates a gap between consumers and brands when it comes to how they’re adopting AI. 

    While most people won’t be using AI agents to do their holiday shopping for some time, AI is still creating significant disruption in the online retail space.

    In this episode of Conversations with MarTech, we’re talking to Doug Straton, CMO of Bazaarvoice, about how consumers and brands are using AI for visibility, discovery, research and — ultimately – purchasing.

    Episode guide

    0:44: Meet Doug Straton
    1:22: How consumers use AI in commerce
    4:55: How large is the gap between consumer use of AI and brands’ use of AI?
    8:05: Are brands using GEO or following “Good SEO is AEO?”
    12:20: How well do marketers understand the shifts in product discovery yet to come?
    15:39: Insights on ChatGPT ads

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    Conversations with MarTech

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    Conversations with MarTech
    Mike Pastore
    Head of Content & Media

    Mike Pastore is the Head of Content & Media at Third Door Media, the publisher of the Martech and Search Engine Land websites and the producer of the SMX and MarTech Conferences. In nearly three decades in B2B marketing, Mike has worked as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B tech, creating content for marketing campaigns at both Jupitermedia and QuinStreet. Prior to joining Third Door Media as the Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.

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