Even as algorithms take on more of the customer journey, human needs still guide the logic. “We’ve been talking about personalization for years,” said Singh. “But now, not only can AI show recommended products, but it can show them in the right setting, with the AI personal shopper presenting the product in the way that’s most relevant to the customer.”

That connection to context and intent remains critical, even with AI doing more of the heavy lifting. “We’re not trying to replace humans,” explained Lee LeFeuvre, chief commercial officer at SMG. “We’re pointing them toward what needs a human touch.” 

Rethinking affiliate and attribution

AI isn’t only reshaping the customer experience. It’s also changing how brands track performance and credit influence. Karim Dagher, founder of Wellblūm, shared that affiliate networks stand to benefit from AI’s precision. “As long as you can attribute the sale, AI only improves tracking and reporting,” he said. “The key is adjusting attribution models to account for the AI agent’s role in the journey.”

Dagher also noted that AI brings a layer of consistency that’s hard to achieve with influencer-led campaigns. “Retailers need to monitor each and every influencer, wheras an AI shopper follows a model.” 

Together, these shifts are leading brands to rethink how they measure influence, and who deserves credit when the shopper never clicks at all.

The real value is saving time

Across all use cases—affiliate, in-store, search, or content—the value of AI personal shoppers comes down to time.