As Agentic AI Ascends, Companies Are Grappling With Control
CXDIVE, Tuesday, February 3rd, 2026
The rise of AI agents could put up barriers between customers and brands, leaving leaders to ponder how they can build loyalty and collect customer data in a new environment.
While AI is enabling a new era of convenience, making it easier for customers to research products, it's also reducing the role a brand's website plays in the customer experience. As users begin to use AI platforms to make transactions on their behalf, brands have the potential to disappear into the background.
In fact, agentic AI is reshaping customer behavior just as e-commerce did decades ago.