At such moments, brand competition collapses, and logistics alone wins. Now imagine that today the role of that assistant is being taken over by AI.
In this model, competition among retail chains for the buyer drops to zero
We have approached the line beyond which a person finally delegates the routine of consumption. Very soon, it will be enough for you to throw a short phrase to Alisa, Salyut, Gemini, or ChatGPT: "I want new running shoes" or "I need an air conditioner for the bedroom."
That is all. At this point, the classic Customer Journey ends. From there, your personal AI agent takes over. In seconds, it scans the entire market, finds the best option, filters out manipulated reviews, checks seller ratings, calculates the maximum benefit, and chooses the fastest delivery. The product simply materializes at your door.
Why does this completely break familiar retail? Because the agent knows everything about you. It does not need to "hard-sell" anything to you.
Absolute context: It knows your exact shoe size and your preferred last. It knows the cubic capacity of your room, your smart home provider, and it will order exactly the air conditioner that will effectively cool that area and integrate seamlessly into your smart home ecosystem.
Smart variability: The agent will never offer you red or green sneakers, because it has analyzed your wardrobe and knows your dislike of bright colors. It will simply ask: "Shall we go with gray or brown?"
Predictive purchases: You have not even realized yet that the brush head for your toothbrush is nearing the end of its life or that your smart light bulb is approaching the end of its service life, but the AI has already calculated the wear and suggests approving a replacement.
For the market, this means a global restructuring. For decades, we have been learning how to sell to people: fighting for a place on the golden shelf, drawing creative banners, playing on emotions, building storytelling.
But how do you sell a product to a script? An AI agent does not care about a beautiful website design or discount pop-ups. It only needs clean, machine-readable data.
Marketers, sellers, and e-com directors will have to learn how to work with an absolutely new segment of buyers. Conversion will now depend not on how your brand looks to a person, but on how perfectly your APIs, JSON files, and product cards are read by neural network parsers.
B2C is transforming. Welcome to the era of Business-to-Agent (B2A), or perhaps it even turns into B2A2C.
Evgeny Dzhamalov