即将到来的假日季，品牌将迎来一种新型购物者：AI代理。Cheq是一家验证AI购物代理的网络安全公司，称其在消费者AI代理如Instinct和Meta的Muse发布后的45天内记录到代理流量激增了100倍。虽然代理目前仍仅占在线购物者的一小部分，但增长迅速，尤其是在消费者代理不断发布的背景下，Cheq首席执行官Guy Tytunovich如是说。
This coming holiday season, brands will have a new type of shopper to court: AI agents. Cheq, a cybersecurity company that verifies AI shopping agents, says it recorded a 100x surge in agentic traffic over a 45-day period following the release of consumer AI agents like Instinct and Meta’s Muse. While agents still make up a small fraction of online shoppers, they’re growing quickly, especially among a constant drumbeat of consumer agent releases, Cheq CEO Guy Tytunovich said.
但并非所有人都持支持态度：亚马逊和eBay已屏蔽代理，以强化对其广告业务和结账体验的控制。
But not everyone is on board: Amazon and eBay have blocked agents to reinforce control over their ads businesses and checkout experiences.
消费者也持犹豫态度。Morning Consult的调查发现，购物者被代理推荐的可能性如今与被网红影响的可能性相当，但很少有人愿意让AI代表他们进行购买。此假日季将成为首次真正的考验，以检验哪些品牌能以代理难以抗拒的方式最佳地展示其商品。
Consumers are hesitant, too. Shoppers are now as likely to be swayed by an agent’s recommendation as by an influencer, Morning Consult finds, but few are comfortable letting AI make purchases on their behalf. This holiday season will be the first true test of which brands are best at displaying their wares in ways that agents find irresistible.
