Koddi finds commerce media execs boost AI shopping tools

Koddi has published research showing that commerce media executives are increasing investment in AI-driven shopping recommendations and measurement tools, even as consumers remain wary of letting AI make purchases on their behalf.

The survey covered 750 consumers and 150 senior commerce media leaders across the US, UK and Germany, examining how agentic AI is affecting shopping behaviour, advertising strategy and oversight.

Among commerce media leaders, 70% are already using AI agents to analyse data, recommend actions and automate campaign execution. Yet adoption is advancing alongside caution, particularly when systems make decisions with limited human involvement.

Just 3% favoured environments where humans are largely confined to oversight and compliance. That suggests continued reluctance to hand full control to automated systems, even as businesses integrate AI more deeply into day-to-day media operations.

Consumer caution

On the consumer side, the gap between accepting assistance and accepting autonomy was marked. Three-quarters of US consumers said they were comfortable with AI helping them choose what to buy, but only 20% were comfortable allowing AI to choose and act independently on their behalf.

There were clearer signs of openness in narrower use cases. The research found that 64% favoured AI suggesting brands they might not usually buy, while 55% supported AI reordering everyday items when supplies were running low.

Travel planning also emerged as an area where respondents were more willing to delegate tasks. Koddi found that 44% would want AI to plan a holiday for them, suggesting that planning and research may be easier entry points for wider adoption than direct purchasing decisions.

The findings reflect a broader pattern in consumer technology adoption: users often accept tools that simplify search and comparison before trusting systems to complete transactions without intervention. In commerce media, that distinction matters because it shapes where advertisers and retail media operators believe AI-led experiences can create value.

Visibility race

The report suggests a new contest is emerging around placement within AI-generated answers, recommendations and shortlists. Rather than focusing only on established ad formats, marketers are starting to consider how products and brands appear in systems that influence shopping decisions before a customer reaches a standard search result or product page.

That shift was reflected in responses from industry leaders. Some 84% said they would invest in opportunities designed to increase visibility within AI-generated recommendations and shortlists.

Nicholas Ward, President and Co-Founder of Koddi, said: "Commerce media is entering a new phase where influencing decisions inside AI-driven shopping environments is becoming increasingly valuable. The industry is moving beyond traditional media buying models toward systems focused on decisioning and visibility inside AI-mediated shopping experiences. AI is becoming more integrated into shopping and discovery, meaning the companies that can maintain visibility and measurable performance inside the systems shaping consumer decisions will have the competitive advantage."

The emphasis on visibility shows how AI is beginning to alter the economics of digital commerce. If shoppers increasingly rely on assistants to narrow choices, recommend alternatives or rank products, the point of influence shifts away from traditional listings and into the recommendation layer itself.

Measurement push

The research also points to concern about proving returns from these new forms of exposure. A large majority of respondents said they would support more detailed tracking and diagnostic tools before committing greater spending.

According to the findings, 92% of commerce media leaders plan to invest in agent-specific measurement and diagnostics. Another 80% said they would invest in measurement tools linked to AI-mediated shopping journeys.

Those figures indicate that while interest in AI-led commerce is high, many advertisers still do not believe they have enough evidence to assess AI's effect on buying decisions. Questions around attribution, reporting and performance remain central as the market tries to understand which interactions actually lead to sales.

Eric Brackmann, Vice President of Commerce Media at Koddi, said: "Consumers are increasingly embracing AI as a shopping companion, but they're not ready to hand over complete control. Our research points to a future where AI plays a larger role in product discovery, evaluation and decision-making. However, transparency and human oversight still remain essential to building trust. As AI-generated recommendations become a more influential part of the shopping journey, visibility within those experiences is emerging as a critical new frontier for commerce media. Commerce media networks have an opportunity to develop new monetization models and advertiser offerings designed specifically for agentic environments. The ones that succeed will be the ones that balance innovation, performance and consumer trust as AI reshapes how purchase decisions are made."