BCG's latest survey finds 75% of CPG companies still in AI pilots, more than half not measuring ROI, and agentic commerce already reshaping discovery. Here's what the data actually means for brand visibility.
Salesforce's Shopper, Buyer, and Merchant Agents are now generally available, with ChatGPT integration live and Google Search AI Mode and Gemini arriving this summer — alongside data showing AI influenced 20% of global online holiday sales (~$262B). Retailers running their own shopper agents grew sales 59% faster than those on the sidelines; the infrastructure for agent-led selling is shipping at scale, not piloting.
New Bloomreach data from 4,000+ US/UK consumers: 75% have used ChatGPT, Gemini, or Claude to shop in the past six months, 42% use AI shopping tools daily, and 41% would now rather shop through an AI assistant than a brand's own website. The customer relationship is forming inside the assistant — not on the brand's owned channels.
Brand executives are moving from asking whether AI recommends their products to systematically measuring share of voice in AI search. The piece features TheoryNXT's KASPER — which runs up to 1,000 category-relevant queries a month to show CPG brands how AI describes and positions them — alongside the boardroom question now filtering down to every VP of marketing: "Are we being recommended by ChatGPT?"
AI now meaningfully influences up to 20% of consumer purchasing decisions globally. But that number conceals a much more urgent story. The gap between categories already transformed and those on the edge of disruption is widening fast.
Walmart reports Sparky-attributed GMV grew 150% in Q1, baskets run 35% larger than non-Sparky users, and units sold via Sparky are up 4x year over year — driven heavily by consumables replenishment and meal planning. Agentic reordering is already reshaping how CPG staples get into carts at the largest US grocer.
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Akamai's State of the Internet report finds commerce is now the world's most targeted industry by cybercriminals, with AI bots making up nearly 48% of all commerce traffic on its global network. As brands race to become agent-accessible, this is the flip side: distinguishing legitimate shopping agents from hostile bots is becoming a core commerce infrastructure problem.
GEO platform Profound launched Ads Studio, adding paid share-of-voice tracking and an ad relevance score for sponsored placements inside AI conversations, built on a 1.9-billion-prompt dataset. The AI-visibility measurement category is expanding from organic recommendations into paid — and eMarketer expects more vendors to follow as marketers demand proof before committing spend.
Bain & Company argues grocery pricing and promotions must be rebuilt for the agentic era, since price-comparing agents will stress-test promo structures designed for human psychology. Promotional mechanics that rely on in-aisle impulse or visual merchandising may not survive translation into machine-readable offers.
TheoryNXT examined more than 100,000 shopper queries across ChatGPT, Google Gemini, and Perplexity. Category-leading brands with strong retail distribution frequently fail to appear when AI assistants recommend products in their category. Today, TheoryNXT launches KASPER, which measures Brand Inclusion Rate and delivers prioritized Action Cards to fix it.