Talk to my AI agent

Published June 2025Authors Ndidi Oteh, Oliver Wright, Nevine El-Warraky, Brett Leary, Karen Fang GrantResearch lead Jennifer Ducarre

The consumer has spoken. Your move. The era of assumed value is over. Agents will judge brands on what they can verify: product quality, price transparency, delivery reliability and experience consistency. But when agents absorb the hassle, the space opens up to build outcomes that genuinely improve people's lives. The consumer who delegates to an AI agent has not lowered their standards. They have raised them—and found a more powerful way to act on them. The brands that earn it, deliberately, operationally and humanly, will be the ones consumers choose to keep.