Over the years I’ve worked on major brand launches for iconic brands in both the UK and US and seen the amount of work and dedication that goes into them.Â
I’ve also freelanced as a photographer specialising in jewellery and antiques basically because I enjoyed it, and often helped small clients get websites up and trading and it has always been hard to compete against the budgets and resources available to the much larger firms I worked with.
I’ve been asked to beta test code for a certain company over the last year to do with AI and I’ve been blown away by the speed of development and what is becoming possible through AI, it really validates my ten years of working with Schema, the code behind search, as it is essential to use it now to get found, it’s always been important in search but also in video. Outside of for major brands, I believe it has been massively underused in the UK, though probably that will change now.
But what has also really impressed me is how AI is giving so many opportunities to improve the customer’s service and choice and how this in turn benefits all businesses, and levels the playing field to a degree.
Agentic search is new from Google and again this looks to be a service that is really going to help retail business in b2b and b2c, and help consumers too. The following talks about what it is and how it will work.
Beyond the Keyword: How Agentic Search is Revolutionising Your Online Shopping
For years, our online search and shopping habits have been largely passive. We type a keyword, scroll through results, and manually compare products. It’s effective, but it’s also a time sink, especially when you’re looking for something specific or complex. But what if your search engine could do more than just show you results? What if it could understand your intent, act on your behalf, and even make decisions to get you exactly what you need?
Welcome to the world of agentic search and shopping.
What Exactly is “Agentic Search”?
At its core, “agentic” refers to an intelligent agent – often powered by advanced AI and machine learning – that can take autonomous actions to achieve a goal. Think of it less like a librarian pointing you to a shelf, and more like a personal assistant who not only finds the book you need, but also checks its availability, compares prices across different stores, and even arranges for its delivery.
In the context of search, this means:
Decision-Making and Optimization:Â In a shopping context, this means optimizing for factors like price, delivery time, brand reputation, or specific features, all based on your stated priorities.
Understanding Complex Intent: No more breaking down your query into simple keywords. You can describe your needs in natural language, even if they’re nuanced or multifaceted. “Find me a durable, waterproof backpack for a weekend hiking trip in the Lake District, under £100, preferably with good back support.”
Executing Multi-Step Tasks:Â The agent doesn’t just return a list of links. It might visit multiple websites, extract relevant information, compare specifications, read reviews, and even interact with chatbots to clarify details.
Proactive and Personalized Results:Â It learns your preferences over time, anticipating your needs and offering tailored recommendations even before you explicitly ask.
The Agentic Shopper: A Glimpse into the Future
Imagine you’re planning a dinner party. Instead of spending hours jumping between recipe sites, grocery delivery apps, and reviews for local wine shops, an agentic shopping system could:
- Suggest a menu based on your dietary preferences and the number of guests.
- Generate a comprehensive shopping list for all ingredients.
- Compare prices for each item across multiple supermarkets and local delis.
- Recommend wine pairings and find the best deals at nearby wine merchants.
- Schedule delivery for all items at your preferred time.
- Even suggest utensils or decor you might need, based on the menu and occasion.
This isn’t far-fetched science fiction. We’re already seeing the building blocks of agentic capabilities in current AI-powered assistants and advanced e-commerce platforms. Features like personalized recommendations, intelligent chatbots, and automated price comparisons are paving the way.
The Benefits Are Clear:
Personalized Experience: Get exactly what you need, tailored to your unique preferences.
Massive Time Savings:Â Reclaim hours previously spent on manual searching and comparing.
Smarter Decisions:Â Leverage AI’s ability to process vast amounts of data and identify optimal choices based on your criteria.
Reduced Friction:Â A seamless and streamlined shopping experience from intent to purchase.
Enhanced Discovery:Â Uncover products or services you might never have found through traditional search methods.
What’s Next?
As AI models become more sophisticated and our digital ecosystems become more interconnected, agentic search and shopping will become increasingly ubiquitous. We’ll see:
- Deeper Integration:Â Seamless hand-offs between different platforms and services.
- Greater Autonomy:Â Agents will be able to handle more complex tasks with less human intervention.
- Ethical Considerations:Â Important discussions around data privacy, bias in AI, and responsible automation will continue to shape their development.
The shift to agentic search isn’t just about making things a little easier; it’s about fundamentally changing how we interact with the digital world. It’s about moving from passive information consumption to active, intelligent assistance. So, get ready to outsource your shopping list to a highly capable AI – your future self will thank you for it!
