Circana

Circana reports that AI agents are changing how consumer packaged goods brands gain visibility and how retailers plan strategy. As shoppers increasingly rely on AI assistants for product discovery and recommendations, brands and retailers are being pushed to rethink how their products are represented and ranked in AI-driven shopping journeys.

Circana, a market research firm, has published guidance on agentic commerce, the use of AI agents that can shop, compare and buy on behalf of consumers. The piece outlines strategies retailers can adopt to stay competitive as AI-driven purchasing reshapes how customers discover and buy products, focusing on positioning brands for machine-led transactions.