Glance bets on AI shopping agents to reshape discovery, selection and pricing

InMobi founder Naveen Tewari says brands will need machine-readable product data and stronger quality signals as AI agents influence shopping decisions. Glance is positioning itself as an AI-powered commerce intermediary, not an inventory-led marketplace.

— Source publishedWed, 29 Jul, 2026, 08:51 IST·First seen Wed, 29 Jul, 2026, 09:18 IST·Source ET BrandEquity

What happened

Glance · InMobi founder Naveen Tewari says AI shopping agents will reshape product discovery, selection and pricing, requiring brands to optimise structured

Key facts

  • 200 brands
  • next decade

Why this matters

Prioritize partnerships or acquisitions in structured product data, AI recommendation infrastructure and commerce intelligence to secure relevance in the emerging agent-led shopping stack.

What to watch

  • Major AI assistants introduce native checkout, product comparison or persistent shopping-agent capabilities.
  • Retailers and brands publish standardized agent-commerce feeds or APIs for live price, inventory and fulfillment data.
  • Evidence that AI-referred orders deliver lower search costs but higher returns, lower loyalty or weaker customer-data capture.
  • Growth in paid agent recommendations, affiliate fees or ranking auctions.
  • Consumer adoption of delegated purchasing for replenishment, electronics, travel-like comparison purchases and high-consideration categories.
  • Regulatory scrutiny of sponsored AI recommendations, pricing transparency, data use and ranking disclosure.
  • Build agent-readable product feeds covering specifications, variants, availability, delivery promises, return policies, certification and review quality.
  • Create a product-data governance function linking merchandising, marketplace operations, pricing, inventory and customer-service data.
  • Test AI-agent referral partnerships and measure incremental conversion, average order value, return rates and customer ownership loss.
  • Shift retail-media strategy from keyword and display buying toward sponsored recommendations, structured product signals and conversion-quality bidding.
  • Develop dynamic-pricing guardrails to prevent agent-driven price matching from eroding margin or violating channel agreements.

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