Emma Lindahl, Head of ICAx, gave an engaging presentation on the rise of agentic AI and its implications for retail. She encouraged students to reflect on how AI agents are shifting the focus from customer journeys to “agent journeys,” which is changing how consumers interact with brands.

Emma highlighted how retail has evolved from small, personal interactions to today's complex, digital, and AI-driven systems. AI agents, with thier ability to process vast amounts of information, are increasingly acting on behalf of customers, automating decisions and purchases in everyday life.

A key discussion point was what this means for retailers. As AI agents take a bigger role in purchases, visual marketing may become less effective, and retailers risk losing direct customer touchpoints. Instead of engaging directly with brands, customers might rely on agents that present simple, price-driven options. This could weaken brand loyalty, increase competition, and push retailers toward more dynamic assortments. Retail media may also become less important online.

Overall, the lecture gave a new perspective on the future of retail and raised important questions about how companies can stay relevant when AI starts acting on behalf of customers.

Ellinor Thulin, Key Account Manager, ICA Retail Club 2025/26