ICO report highlights how rise of agentic AI could transform the way consumers shop

The development of agentic artificial intelligence could give rise to personal shopping ‘AI-gents’ within the next five years, according to a new report from the Information Commissioner’s Office (ICO).

The data regulator explores how agentic commerce could become the norm, with customers’ personal agents anticipating shopping needs and making proactive purchases based on learned and defined preferences or behaviours along with knowledge of upcoming plans - rather than having to have specific prompts.  

This means that personalised digital shopping companions could soon have the ability to check personal bank accounts to ensure a purchase is within a monthly budget, assess how it will affect other spending plans, schedule purchases around seasonal sale events like the January sales and even negotiate a price directly with sellers. Agents may also seek out tailored financing options to present to their human shopper for agreement.  

The ICO is reminding retailers wanting to interact with customers through their own agentic AI systems that they are obligated to make sure data privacy is embedded from the start. It adds that retailers cannot rely on developers alone to do this and cautions against implementing off the shelf or one size fits all agentic solutions which could cause privacy problems in the future. Organisations are encouraged to refer to the ICO’s AI guidance. 

William Malcolm, Executive Director of Regulatory Risk and Innovation, ICO, says: “Agentic AI will have the capacity to make decisions and take actions independently. Our own personal AI agents could be paying for goods, booking flights and helping with household finances. While the potential benefits could be transformational, the public needs assurances their personal information is secure and well managed before placing their trust in agentic systems.”  

He adds: “Strong data protection foundations can help build that public trust and can help scale the fast and safe adoption of AI. Throughout 2026 the ICO will actively monitor advancements and work with AI developers and deployers to ensure they are clear on what the law requires of them.” 

RTIH AI in Retail Awards

RTIH proudly presents the first edition of its AI in Retail Awards, sponsored by VenHub Global, 3D Cloud and EdTech Innovation Hub.

This is now open for entries. Deadline for submissions is Friday, 5th December. It’s free to enter and you can do so across multiple categories.

Check out categories and entry forms here.

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Thursday, 29th January. This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.