The Algorithm Will See You Now: How AI Is Quietly Reshaping the Retail Battlefield
As AI platforms move from tool to gatekeeper, the real marketing challenge isn’t clicks or foot traffic, it’s whether your brand gets recommended at all.
Retail isn’t dying, it’s disappearing behind the scenes. In 2025, the consumer doesn’t search for products. They’re delivered by algorithm, suggested mid-scroll, or spoken into existence by a voice assistant. At the heart of this transformation lies a hard truth: AI isn’t just organizing options; it’s choosing winners. And increasingly, the consumer trusts the platform more than the brand.
We’re witnessing the blurring of lines between commerce, identity, and automation. Bain & Company aptly observed in 2024 that the next wave of retail winners won’t dominate through channel expansion, but by “integrating technology, values, and human connection into a seamless experience”.
But that word, seamless, is a red herring. The experience may feel fluid to the consumer. For marketers and brands, the terrain is full of new friction: invisible algorithms, escalating data demands, and shifting consumer trust.
From Product Shelf to Algorithm Shelf
In the age of AI, shelf space isn’t physical, it’s positional. Brands now compete for visibility on recommendation engines, whether inside Alexa, Instagram, or TikTok’s For You Page. Like hotels jockeying for top placement on Expedia, consumer products will increasingly need to bid for preferred status on AI platforms.
And that bidding war? It’s not just about ad dollars, it’s about data. Smart assistants will optimize based on personalized trade-offs: cost vs. sustainability, speed vs. trust, novelty vs. loyalty.
Seth Godin put it simply: “AI cannot make you more human. Only you can do that.” But AI can decide who gets seen. Which means if your marketing plan still ends at the point of sale, you’ve missed the bigger picture.
“What else does this buyer need?”
That question is now the holy grail of growth. As Niraj Dawar notes in HBR, AI platforms don’t just sell more product, they deepen the relationship by continually scanning and predicting what else a consumer might want.
The model flips the old playbook. Instead of asking “How much more can we sell?” the smarter brands ask, “What’s the next right thing to offer?” This economy of scope, not scale, is where AI-powered commerce thrives.
Marketing in the AI Era: What to Do Now
Design for the Platform, Not Just the Persona
Platforms are the new gatekeepers. Understand how their algorithms weight decisions, price, sustainability, brand loyalty, and build around those signals.Turn Data into Dynamic Feedback Loops
AI needs data to predict and suggest. Don’t just collect it, feed it back quickly. Use live reviews, behavior trends, and opt-in tracking to let customers “train” the AI in your favor.Shift from Push to Predict
Move away from pure promotion. Use retention emails for stories, not just discounts. Curate offers based on user journeys, not product calendars.Treat Your Owned Channels Like Media Hubs
Your email list isn’t just a promo blast, it’s prime real estate. Build an editorial rhythm. Showcase stories, UGC, behind-the-scenes moments.Invest in Trust, Not Just Tech
AI can scale relevance, but only you can scale trust. Deliver consistently. Apologize transparently. Let imperfect reviews live. The AI will pick up on the sentiment.
About the Author
Ryan Edwards is a strategic advisor at Camino5. He helps brands align systems, story, and strategy to create meaningful traction with the right audience. Learn more at camino5.com.