Stefan Wenzel über die Auswirkungen von KI auf den Marktplatzsektor (englisch)
- Admin
- Sep 4
- 2 min read
Der Aufstieg der Künstlichen Intelligenz verändert die E-Commerce-Landschaft grundlegend. Stefan Wenzel erläutert, warum traditionelle Online-Shops gefährdet sind und wie Marken und Marktplätze sich an die neue Ära des „Commerce as a Protocol“ anpassen können, in der nicht mehr nur Menschen, sondern auch KI-Agenten Kunden sind.
Key messages from the video:
The Rise of AI Agents: The video predicts that the traditional online shop will become a niche format as AI agents become the primary method for a large portion of e-commerce transactions [01:35]. The speakers note that AI-driven traffic is increasing rapidly, but this shift is not always visible to website owners because AI bots crawl sites thousands of times for every human visit they refer [02:45].
Commerce as a Protocol: Stefan explains that agentic commerce transforms shopping from visiting a "place" to using a "protocol" where two systems, the AI agent and the retailer's platform, communicate directly on behalf of the user [06:51]. This means that the AI, not the human, is visiting the domain [08:01].
Convenience and Frictionless Shopping: The speakers emphasize that humans are naturally drawn to solutions that remove friction and increase convenience, which is why AI-powered shopping is likely to be widely adopted [08:44]. The video uses the example of a browser like Arc that allows users to command an AI agent to research recipes and then purchase the ingredients from multiple open tabs, comparing prices and completing the checkout process automatically [10:28].
The Battle for the User Interface: There is a fierce competition between AI companies like OpenAI and Google and marketplaces like Amazon to own the direct interface with the consumer [12:40]. Companies like Amazon are developing their own AI agents, like Rufus, to keep customers within their walled garden even if it means placing orders on third-party websites to fill assortment gaps [13:47].
Changing Business Models for Brands and Retailers: The video suggests that retail media as we know it will be under pressure as it relies on human traffic, which is expected to decline [19:34]. However, a new form of "AI-first retail media" could emerge, where marketplaces and brands offer a "ranking as a service" to ensure visibility in AI searches [19:58]. Furthermore, the conversation highlights that product and consumer data will become a valuable asset and a potential new business model [27:00]. Brands will need to think of AI agents as a new audience and focus on being featured in trustworthy sources to be seen as a credible signal by AI models [29:28].
Chapters:
00:00 The Rise of Agentic Commerce
06:24 Understanding AI Agents in E-Commerce
08:56 The Shift from Human Browsing to AI
12:14 The Convenience Factor in AI Shopping
15:24 Amazon's Response to AI Competition
18:07 The Evolving Role of Marketplaces in AI Commerce
23:54 Retail Media and the Shift to AI-Driven Visibility
31:32 Brands in the Age of AI: Adapting to New Realities