Digitally Wired: How Distribution System…
Agentic Commerce: Generative AI Reshapes the Purchase Journey
A study conducted by Sia and Lemrock among 1,000 consumers, enriched by an analysis of nearly 100,000 real AI queries from the Lemrock network, reveals how generative AI is already transforming distribution, pricing and customer relationships.
AI Is Becoming a Go-To Tool for Purchasing Decisions
Conversational assistants are gradually becoming embedded across the purchase journey—from information search and offer comparison to after-sales service.
The study conducted by Sia and Lemrock highlights the scale of this shift:
of consumers use an AI assistant every week.
82%
report having completed an AI-influenced purchase in the past three months.
72%
These behaviours confirm the emergence of a new touchpoint between brands and their customers. Rather than replacing existing channels, generative AI is reshaping how they interact. Search engines, e-commerce websites, marketplaces, social media and conversational interfaces now form part of a single decision-making environment.
For businesses, the challenge is to understand how their brand, offers and data are used in AI-generated responses to consumers—and what this means for the transformation of the entire value chain: search and discovery, customer journeys and purchase decisions, marketing, distribution and customer relationships.
In an AI conversation, absence always benefits a competitor
In the conversational environment, there is no empty space. When a consumer asks an assistant to identify an offer, compare products or provide a recommendation, it mentions brands, product references or solutions. When a company is absent from that response, a competitor may take its place.
The analysis of real-world queries already highlights the maturity of these behaviours:
of conversations mention a specific model or product reference.
23%
Consumers are therefore not using AI solely for broad research; they are also relying on it to inform concrete decisions.
This shift calls for a visibility strategy suited to a fragmented ecosystem. General-purpose assistants, vertical AI tools and conversational experiences embedded in platforms each operate according to different dynamics. Brands must therefore combine organic visibility in generative engines—through Generative Engine Optimization (GEO)—with sponsored activations where such formats are available.
Beyond simply being present, the quality of representation is becoming critical. Structured product information, reliable content, product availability and data consistency across channels all determine a brand’s ability to be accurately recommended.
Consumers Seek Precision
AI influences pricing decisions, but it does not automatically lead consumers to choose the cheapest option. Among those surveyed, 38% said they had chosen a lower-cost solution under AI’s influence. Conversely, 18% reported trading up to a higher-end option.
An analysis of the conversations provides a more nuanced perspective:
of price-related signals concern the search for a specific, verified price.
76%
only relate to the search for a “good deal.”
14%
AI primarily acts as a tool for clarification and reassurance. It helps consumers understand an offer, verify a price, compare features, or identify the option that offers the best value for money for a particular need.
This demand for precision creates new requirements for brands. In an environment where an assistant can instantly compare multiple offers, inaccurate, incomplete or outdated pricing data can undermine trust and recommendations. Price transparency and information quality are therefore becoming competitive advantages, beyond promotional strategy alone.
AI Is Transforming Customer Relationships
The impact of generative AI extends beyond the point of purchase. It makes it easier for consumers to formulate requests, understand their rights, or prepare a complaint. Among consumers who have used AI in this context:
said it made them more likely to contact a brand.
57%
reported the opposite effect.
8%
AI does not necessarily reduce the volume of customer-service enquiries. On the contrary, it can lower the barrier to taking action by helping consumers structure their messages and present their cases more effectively. Customers are better prepared—and therefore more demanding.
Our Experts’ Perspective: Making AI a Channel for Distribution and Trust
Agentic commerce calls on brands to shift their perspective. Generative AI is not merely a tool for operational efficiency; it is becoming a channel for distribution, recommendation and trust.
The best-prepared companies will be those able to establish a presence in the conversation before the customer has even formulated their question. This requires structuring their data, ensuring the reliability of their content, and building a consistent presence across different conversational environments.
In this new commercial landscape, performance will depend less on the ability to offer the lowest price than on the ability to provide accurate, transparent and useful information at the moment consumers make their decision.
Methodology
This Sia x Lemrock study combines responses from 1,000 consumers—500 in France and 500 in the United States—surveyed online by Potloc in July 2026, with an analysis of 99,980 real queries submitted to conversational agents across the Lemrock network. All respondents had recently used an AI assistant to search for information or make a purchase.
Curious to know more? Download the study here :
Or contact us:
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Charles Denis
Managing Partner, Sia Experience | Paris
Charles is Managing Partner of Sia Experience. He has been working for 15 years on digital transformation projects, particularly for energy companies.
