AI Can Make the Purchase, But Companies Still Need to Earn the Loyalty
CRM Magazine, Thursday, October 22nd, 2026
As personal AI agents shop for consumers, brand familiarity matters less; Parloa's CMO says CX teams must prepare for agent interactions.
Personal AI agents such as Meta's Muse and OpenAI's Dots are starting to shop and book on consumers' behalf, making price and provider comparisons instant and switching easy, so familiarity alone may no longer keep customers.
Parloa CMO Latane Conant cites Parloa research showing 85% of consumers would use automation that reliably solves problems, while only 1% of companies are ready for agent-to-agent interactions; Muse passed 5 million U.S. downloads within 22 days.
She recommends preparing systems for agents, personalizing interactions, letting agents take real actions and connecting marketing, sales and service data to measure true loyalty.