Retail is undergoing a fundamental transformation, as technology reshapes how shoppers interact with brands and how businesses operate behind the scenes. The sixth edition of Salesforce’s Connected Shoppers Report and an interview with Salesforce executives reveal that artificial intelligence (AI), and particularly autonomous AI agents, are poised to revolutionize the retail experience.
“Retail AI isn’t new to us,” said Eric Lessard, Product Marketing Manager for Salesforce Commerce Cloud. “But the leap to agents—especially with our Agentforce technology—marks a major inflection point in the industry.”
Retail’s Digital Shift: Physical Stores Still Matter
Despite the growth of digital commerce, Salesforce’s research confirms that physical stores continue to play a key role. The report, based on surveys of over 8,000 global shoppers and 1,700 retail leaders, shows that while the share of purchases made in physical stores is expected to drop from 45% in 2024 to 41% in 2026, in-person shopping remains essential for its tactile and immediate benefits.
“Stores aren’t just about shelves anymore,” said Caila Schwartz, Director of Consumer Strategy & Insights at Salesforce. “They’re experience hubs and fulfilment centres.”
Retailers are responding by enhancing in-store experiences. Nearly 60% offer services such as customization and repairs, while 46% provide dedicated spaces for events or community gatherings. These enhancements aim to draw consumers in and bridge the gap between digital and physical channels.
The Challenge of Unified Commerce
Retailers overwhelmingly agree on the importance of unified commerce—connecting all customer touchpoints into a seamless, data-driven journey. According to the report, 88% of retailers believe unified commerce is critical to achieving their business goals in the next two years.
Yet only 15% have reached full maturity in their unified commerce initiatives.
One of the biggest hurdles? Disconnected systems and outdated infrastructure. “Store associates often have to juggle up to 16 different systems,” explained Lessard. “It’s inefficient and detracts from customer engagement.”
Store teams are increasingly burdened by the complexity of tools, with only 17% of associates having access to a unified customer view. This fragmentation stifles productivity and diminishes service quality, contributing to consumer dissatisfaction—a serious concern in a market where 74% of shoppers say they’ll abandon a brand after three or fewer poor experiences.
AI Agents: Retail’s Next Big Leap
Salesforce’s Agentforce technology is at the forefront of this next evolution. AI agents are capable of performing tasks autonomously—like answering customer queries, managing inventory, writing product descriptions, and optimizing merchandising.
“We’ve seen AI drive a 10% increase in e-commerce sales through predictive tools alone,” said Lessard. “With Agentforce, we’re aiming even higher.”
Unlike traditional chatbots, which follow scripted flows, Agentforce is powered by connected data from Salesforce’s Customer 360 platform and Einstein services. This enables AI agents to make contextual, real-time decisions grounded in business and shopper data.
For example, if a retailer needs to reduce overstock in one region, an AI agent can create and launch a targeted promotion. Or, if a shopper asks whether a product is available in-store for same-day pickup, the agent can instantly check inventory and delivery options.
Shoppers Embrace AI—Especially Gen Z
According to the Connected Shoppers Report, younger shoppers are already embracing AI. Gen Z is 10 times more likely than baby boomers to use AI for product discovery. These consumers are also more comfortable receiving product recommendations or allowing AI to make purchases on their behalf.
“We’re seeing consumers become more receptive to agents, especially when the benefits are clear—like faster service or better loyalty rewards,” said Schwartz.
Trust remains key. Shoppers want transparency on how data is used, easy opt-outs, and human backup when needed. Still, the direction is clear: consumers are engaging with AI-powered commerce, and businesses will need to keep pace.
Increasing Efficiency Without Sacrificing the Human Touch
Agentforce not only helps drive revenue through better customer interactions but also increases operational efficiency. Merchandising teams, for example, can use agents to automate repetitive tasks like boosting search terms or writing SEO-optimized product descriptions.
“Retailers don’t want to replace humans—they want to free them up for higher-value tasks,” said Lessard. “Think less time writing product copy, more time creating exceptional brand experiences.”
Schwartz noted, “In a tough economic climate, efficiency becomes a path to survival. AI can help lower operational costs, raise productivity, and—hopefully—reduce prices for consumers.”
Agentforce’s Modular Skills and Open Ecosystem
Another compelling aspect of Salesforce’s Agentforce is its extensibility. Salesforce has opened the platform to partners and independent software vendors (ISVs) who can build new skills for AI agents.
“Our roadmap can’t cover every retail need,” explained Lessard. “That’s why we’re creating a skills library—like an AppExchange for Agentforce—where others can build and contribute.”
This approach allows for rapid innovation without forcing retailers to invest in new systems. Since Agentforce is embedded within Salesforce’s existing suite, including Commerce Cloud and Service Cloud, users can access it without undergoing full retraining or infrastructure overhauls.
“It’s not about adding another tool to the toolbox,” said Schwartz. “It’s about enhancing what teams already use, making adoption easier and more natural.”
Conversational Commerce and the Future of Shopping
Looking ahead, Salesforce plans to expand agents across all parts of the commerce journey. The current capabilities include guided shopping experiences, conversational reordering, and post-purchase support like order tracking and returns.
But the future includes agents embedded in search functions, helping users navigate sites through natural language rather than filter-heavy interfaces.
Imagine telling a website, “I need a black, size-large pair of trousers for under $100,” and having an agent present the best options instantly. “That’s the kind of frictionless experience we’re building toward,” said Lessard.
This evolution reflects a broader shift toward what Salesforce calls “shopping at the edge”—where consumer journeys begin not just on websites, but through social media, messaging apps, and voice interfaces.
From AI Hype to Everyday Application
Salesforce’s findings—and its product roadmap—show that AI is no longer theoretical. It’s already boosting sales, improving service, and making daily tasks easier across retail roles.
Retailers that fail to embrace this shift risk falling behind. But for those willing to experiment—starting small with one or two agent skills—the benefits can snowball quickly.
“It’s crawl, walk, run,” said Lessard. “Start with one use case, build confidence, and expand from there.”
