Tech giants are pushing deeper into e-commerce with AI-powered digital aides that can understand shoppers' tastes, try on clothes virtually, hunt for bargains, and even place orders independently.

The so-called 'AI agent' mark a new phase in retail, combining personalisation with automation to reshape how people shop online.

Google recently introduced a suite of tools under its new AI Mode, allowing users to upload a photo and preview how clothing would look on their own body. The AI adjusts sizes and fabric drape, enhancing realism.

Shoppers can also set their price and let the AI search for the best deal, alerting them when it's found and offering to complete the purchase using Google's payment platform.

OpenAI, Perplexity AI, and Amazon have also added shopping features to their platforms, while Walmart and other retailers are working to ensure their products remain visible to AI shoppers.

Payment giants Visa and Mastercard have upgraded their systems to allow AI agents to process transactions autonomously, cementing the role of digital agents in the online shopping journey.

Experts say this growing 'agent economy' offers powerful convenience but raises questions about consumer privacy, trust, and control.

While AI shoppers are unlikely to disrupt e-commerce overnight, analysts note that companies like Google and Meta are particularly well-positioned due to their vast user data and AI leadership.

The next evolution of shopping may not depend on what consumers choose, but on whether they trust machines to choose for them.

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