From Filters to Friends: Why Agentic AI is the Future of E-Commerce
- Sacha G
- Apr 19
- 5 min read
Remember that viral trend where people used AI to turn their pets into humans? Of course, I had to jump on that bandwagon with Lulu, my Russian Blue. The result? Meet Margaux (de la Griffe), the chic, poised human version of my feline friend. She had sass, opinions, and a signature style that screamed, "I own this boardroom!" It was side-splittingly funny — but also kind of eye-opening.
Meet Margaux de la Griffe
Suddenly, I found myself daydreaming about Margaux being more than just a passing giggle. What if she could help me run my website? Imagine her brainstorming ideas, spotting trends, and being my co-pilot in the shopping universe. What if she became the voice of an entire experience?
This led me to a grand epiphany:
What if your e-commerce site had a “Margaux”?
A savvy, brand-savvy digital concierge who doesn’t just help you search — but actually shops alongside you.
The Problem with Today’s E-Commerce Experience
Despite massive investments in UX and personalization, e-commerce still feels… flat.
Most websites rely on filters, categories, and product carousels. While functional, they’re not intuitive, emotional, or efficient. Buyers are overwhelmed by options and underwhelmed by relevance.
Filters feel mechanical
Chatbots feel generic
Discovery lacks delight
We’ve closed the gap on logistics, but the experience of shopping online still feels transactional — especially in categories like luxury fashion, beauty, and lifestyle.
Enter Agentic AI — From Chatbot to Concierge
Agentic AI is the next evolution of online retail.
Unlike chatbots (which are reactive and rule-based), agentic AI is proactive, goal-oriented, and personalized. These agents learn over time, initiate conversations, and complete tasks on your behalf — all while reflecting your brand’s unique tone and identity.
Imagine landing on Coach.com and being greeted by Cassie, a stylish, on-brand assistant who knows your size, preferences, and wishlist. Instead of browsing through categories, you say:
“Dinner in the West Village, rooftop after. Can you pull a look that’s classic NYC cool?”
✨ Meet Cassie ✨
Your stylish, smart, and always-on personal shopping assistant — powered by Agentic AI and designed for Coach. From wishlist to wardrobe, Cassie knows your vibe and curates pieces that just work.
Cassie curates a lookbook, cross-sells accessories, checks inventory, and recommends delivery options — all within a single interaction.
This is the future of agentic commerce.
And it’s not a fantasy. It’s already happening.
Amazon recently launched its conversational AI assistant, Rufus, which integrates directly into product search and guides shopping experiences through natural dialogue. It’s expected to contribute over $700 million in operating profits this year alone — a staggering indicator of where this is headed.
NVIDIA has introduced a retail AI blueprint that supports everything from virtual try-ons to generative product descriptions — paving the way for highly personalized, visually driven, and agentic shopping environments.
These innovations reinforce the urgency for brands to evolve beyond static interfaces — and into relationships powered by digital agents.
Cassie, the AI Agentic Shopping Assistant for Coach (a Fictional Use Case)
Designing the Experience: Brand-Led and Human-Centric, let Agentic AI do the magic
For agentic AI to work, it needs to feel native to your brand — not bolted on. Think of it as your most dedicated brand ambassador.
Here’s what matters:
Tone of Voice: Should sound like your brand — whether that’s elegant, playful, minimal, or bold
Visual Identity: 3D avatars or illustrations should reflect your brand aesthetic
Behavioral Cues: Your agent should feel helpful and human — “Can I help you build a gift list?” or “Want me to show you what’s trending for spring?”
When done right, this agent builds trust, continuity, and relationship equity with your customer over time.
Agentic AI Use Cases That Drive Real Value
Agentic AI unlocks smarter shopping journeys across verticals:
Luxury Fashion
Personal stylists who remember your look history and help you build a capsule wardrobe
Beauty & Skincare
Concierges that know your skin type, climate, goals — and guide you through routines
Gifting
Agents that walk you through recipient needs, price points, timing, and even add a gift note
Replenishment
Quick reorders: “Send me the same serum, but in travel size this time”
Occasion-Based Shopping
“Help me get dressed for a fall wedding in New York — something that works day to night”
All of these can plug directly into your CRM, product feed, and logistics platform — making the magic real.
A Blueprint for Chief Digital Officers
If you’re a CDO looking to activate this within your digital roadmap, here’s a step-by-step blueprint:
1. Organize Your Data
Centralize customer profiles and behavior history
Ensure clean product metadata (categories, attributes, inventory)
Align with first-party data strategy and consent best practices
2. Define the Agent’s Role
What key tasks will it own? (e.g. personal styling, gifting, Q&A)
What’s its personality? Tone? Role in the journey?
Does it feel like a stylist, concierge, or curator?
3. Build the Tech Stack
Leverage LLMs (e.g. ChatGPT) and integrate with commerce APIs
Sync inventory, shipping, and checkout flows
4. Start Small
Pilot a seasonal capsule stylist, skincare guide, or curated gift flow
Limit it to a subset of SKUs or a select audience
Measure conversation rate, satisfaction, add-to-cart, and CVR
5. Align Cross-Functional Teams
Creative defines persona, visuals, tone
Product & Tech ensure integration and functionality
CX and Insights teams optimize the experience post-launch
6. Track What Matters
Session engagement
Cart additions and conversions
Repeat interactions and satisfaction
Lift in AOV or UPT
New first-party data collected
Curious what a brand-led agentic experience could look like for your business? Let’s connect!
From Transactions to Relationships
We’re on the edge of a new paradigm in e-commerce.
A future where every customer has a personal, emotionally intelligent guide that shops with them. Not a chatbot. Not a menu. A partner.
The brands who build these experiences — who create their own “Margaux” — will win more than sales. They’ll earn trust. Loyalty. Lifetime value.
Sure, five Cassies lined up in matching poses might look like a scene straight out of a iRobot-meets-runway crossover episode — but hey, that's the thrill (and the warning) of where we're headed. As Agentic AI starts weaving itself into our shopping sprees, adventures, and self-expression, the trick is to keep the human touch alive. Fashion is all about emotion, identity, and creativity — not just some robotic routine. If we build these systems with intention, personality, and a dash of humor, they’ll become the beloved sidekicks of the brands we adore — not their sci-fi villains. And that’s the future I’m putting my chips on.
But here’s the question: as we step into this new era, are we designing AI to serve our humanity — or to replace it?
Meet Cassie in five distinct styles — a digital embodiment of Agentic AI for Coach.com, seamlessly blending fashion expertise with next-gen personalization.
Sources:
Disclaimer:
Cassie is a fictional concept created for illustrative purposes only. This article is not affiliated with, endorsed by, or reflective of any confidential information from Coach, Tapestry, or any of their affiliates. All scenarios and examples are speculative and based solely on publicly available insights and creative exploration.
