Shoppers are using AI agents to choose and style outfits, according to an analysis of nearly 50,000 online conversations.
This was among the findings in Fast Simon‘s 2026 Conversational Commerce Report. The AI-powered product discovery platform analyzed 48,000 conversations between January and March this year to better understand how consumers shop.
The trend reflects AI’s new role in commerce as a 24/7 sales associate. The report singled out the fashion industry for “overwhelmingly using AI agents” to make sales. Fast Simon reported that 70 percent of the shoppers used AI agents to discover new products, with 15 to 22 percent ended up buying the item.
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In comparison, the report found shoppers in the electronics sector used AI agents to ask about a product after they make a purchase, as opposed to before buying it.
“For these brands, AI agents aren’t a cost-center; they are sales associates that never sleep, speak multiple languages, and know the entire inventory by heart,” the report read.
This suggests a shift in how consumers use technology to shop. As they move away from inputting keywords in a search bar to find matches and pivot to talking with AI agents to narrow down their options from vague queries to specific items, these recommendations are informed by their own browser history.
“When a user asks, ‘Help me find the perfect product,’ the AI agent uses browsing history to deliver results. If the user was just looking at kids’ sports gear, the agent proactively suggests Cubs kids’ hats, resulting in a seamless transition from browsing to carting,” the report read.
According to Fast Simon, a mid-market brand with a gross merchandise value of $50 million a year can see up to $3 million in additional revenue when they deploy an AI shopper agent.
While the search bar is still the quickest option for anyone who already knows what they want, an AI agent, Fast Simon said, is good for the “ambiguous buyer.”
