AI Shopping Agents Threaten Amazon and Walmart Dominance
A Fortune report highlights how AI shopping assistants like ChatGPT and Perplexity could disrupt major retailers by changing consumer behavior.
Good morning. The retail landscape is on the brink of significant transformation as AI shopping agents become more sophisticated and widely adopted. These agents may soon rival human customers in online purchasing frequency—a topic explored in depth by Fortune's Jason Del Rey in his latest article.
The Rise of AI Shopping Assistants
Del Rey spoke with Scot Wingo, an e-commerce disruption expert and founder of ReFiBuy, who predicts that AI tools like ChatGPT and Perplexity will dramatically alter the retail ecosystem.
- Wingo believes these large language models (LLMs) are gaining consumer attention and broad distribution, forcing them to monetize through shopping features.
- Perplexity’s recent shopping feature launch signals a new wave in e-commerce, according to Wingo.
Challenges for Amazon and Walmart
- Amazon’s Rufus AI: While Amazon has introduced its own AI shopping assistant, Wingo argues it may struggle to compete with ChatGPT due to its reliance on ad revenue from traditional search.
- Walmart’s Open Approach: Unlike Amazon, Walmart is embracing AI shopping agents, a strategy Wingo calls "smart" given its position as an Amazon challenger.
E-Commerce Growth and Sustainability
- Walmart’s e-commerce business turned profitable for the first time in Q1 2025, with over 20% growth across all segments.
- John David Rainey, Walmart’s CFO, attributes this success to a flexible omnichannel strategy and increased marketplace seller interest.
The Future of Retail
As AI shopping agents gain traction, retailers must adapt quickly—or risk losing their most loyal customers to algorithms.
Additional Insights
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CFO Appointments:
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Industry Trends:
- Grant Thornton’s CFO Survey reveals sector-specific responses to tariffs, with tech leaders turning to AI for cost-cutting (source).
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Overheard:
- "If you think you’re a failure, you’ll fail. If you think you’re a winner, you’ll win." — Billie Jean King (interview).
This summary is based on the web version of CFO Daily, a newsletter on corporate finance trends. Sign up for free.
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About the Author
Michael Rodriguez
AI Technology Journalist
Veteran technology journalist with 12 years of focus on AI industry reporting. Former AI section editor at TechCrunch, now freelance writer contributing in-depth AI industry analysis to renowned media outlets like Wired and The Verge. Has keen insights into AI startups and emerging technology trends.