Agentic AI Reshapes Consumer Behavior Forcing Business Adaptation

A recent Forrester report highlights the growing influence of Agentic AI, with 36% of US adults expressing interest in delegating tasks like travel and concert bookings to AI agents. Among Gen Z, this figure jumps to 53%. Businesses must evolve or risk being left behind as consumer expectations shift.

Key Implications for Businesses:

• Digital Strategies Under Pressure: Marketplace models and price discrimination tactics will struggle against AI agents that streamline comparisons and personalize recommendations instantly.
• CX Becomes "Agent Experience": Traditional loyalty programs and gamification may lose effectiveness as AI agents prioritize efficiency over emotional engagement.
• Shift in Client Relationships: Agents will curate experiences, leaving businesses with less direct access to consumer data.
• Domain-Specific Agents Lag: Holistic personal agents will outperform corporate-built alternatives, leveraging deeper consumer insights.

Security Challenges Emerge

Bot management tools face new complexities distinguishing between malicious bots and legitimate AI agents acting on human behalf. Forrester recommends solutions that analyze intent to prioritize traffic effectively.

Cross-Team Collaboration Critical

Security, fraud, digital, and marketing teams must balance:

• Preventing agent abuse without frustrating human users
• Maintaining fair access during high-demand events
• Optimizing CX for both direct and agent-assisted consumers

Forrester plans additional research on consumer attitudes toward Agentic AI later this year. Clients can schedule inquiry sessions for further guidance.