Generative AI is shifting digital commerce from browsing toward agentic search, in which consumers delegate product discovery to AI agents. We compare manual search, which accurately evaluates a limited product set, with agentic search, which screens a broad catalog through noisy representations of preferences and products. Preference complexity is the number of satisfaction-relevant dimensions that are difficult to articulate before search but readily evaluated upon inspection. Consumers have finite attention and choose search intensity: products inspected manually or preference-refinement depth with an agent. We obtain three findings. First, manual search collapses beyond a finite complexity threshold: inspection ceases, mismatch reaches the no-search benchmark, and platform revenue falls to zero. Agentic search avoids this collapse. Once refinement becomes worthwhile, it remains worthwhile as complexity rises; mismatch stays below the no-search benchmark and revenue remains positive, although articulation effort and mismatch may increase. Second, platforms rank the regimes by conversion revenue, whereas consumers also bear search expenditure. When manual inspection is sufficiently inexpensive, agentic search becomes revenue-superior before consumers voluntarily adopt it, creating an adoption lag in which consumers rationally continue manual search. Third, conditional on agentic participation, platforms may assign lower fidelity to consumers with larger attention budgets because they can offset noisier representations through additional refinement, yielding an inverted fidelity allocation. Agentic commerce thus shifts scarcity from product inspection to preference articulation, making consumers' willingness and ability to interact central to voluntary use and platform fidelity design.
Search rankings are valuable because human attention is scarce and sequential. Higher-placed alternatives are easier to find, so they are examined and bought more often. Consumers are now delegating search to AI agents that can ingest an entire results page at once. Randomizing the order of one hundred hotel listings across 5,000 AI agent sessions, we compare four large language models against human field data. AI agents search more deeply than humans and never decline to buy. Position still predicts which listings are inspected, but weakly and non-monotonically: the middle of a results page has the lowest probability of inspection, not the bottom. Position reaches the choice stage for some models and not others, a heterogeneity that tracks neither provider nor capability. All models nonetheless converge on the same undominated listing. For agentic search, the attributes displayed on a results page matter more than placement within it.
AI shopping assistants increasingly redirect consumer discovery, creating an urgent need for tools that support seller-side competitive decision-making. We present a multi-agent AI system that automates competitive visibility measurement and root cause diagnosis in LLM-mediated ecommerce. The system introduces Agentic Share-of-Search (ASoS) as the decision target, deploys query agents across leading AI platforms, and uses a ReAct-based diagnostic agent to recommend prioritized merchandising interventions. A 100-trial ablation study, presented as a feasibility evaluation of this prototype, shows the agent recovers the ablated signal in 39% of trials (95% CI: 30.0% - 48.8%, 5.5x over chance), rising to 63.9% among high-correlation ablations.
Consumers are increasingly delegating purchase decisions to AI agents, providing natural-language descriptions of their preferences and identity. We argue that these representations constitute an information channel, role coherence, through which sellers can infer willingness to pay without explicit disclosure by the buyer agent, leading to preference leakage. In an experiment where a language-model buyer agent shops on behalf of a verbal consumer profile, we show that seller-side inference from dialogue alone recovers willingness to pay nearly one-for-one. Comparing this setting to a numeric-budget condition with confidentiality instructions cleanly isolates role coherence as distinct from instruction-following failure. Because this leakage arises from delegation itself, it cannot be mitigated at the prompt level. Instead, we propose architectural interventions that trade off personalization against preference privacy.