{"id":2759,"date":"2026-02-22T21:38:04","date_gmt":"2026-02-23T00:38:04","guid":{"rendered":"https:\/\/suricata.la\/ai-and-the-future-of-online-shopping-an-imminent-change\/"},"modified":"2026-02-23T03:01:29","modified_gmt":"2026-02-23T06:01:29","slug":"ai-and-the-future-of-online-shopping-an-imminent-change","status":"publish","type":"post","link":"https:\/\/suricata.la\/en\/ai-and-the-future-of-online-shopping-an-imminent-change\/","title":{"rendered":"AI and the future of online shopping: an imminent change"},"content":{"rendered":"<h2>Table of Contents<\/h2>\n<ul>\n<li><a href=\"#la-inteligencia-artificial-transforma-las-compras-en-linea\">1. Artificial intelligence is transforming online shopping<\/a>\n<\/li>\n<li><a href=\"#como-la-ia-esta-cambiando-las-compras-en-linea\">2. How AI is changing online shopping<\/a>\n<\/li>\n<li><a href=\"#encuesta-de-morgan-stanley-el-uso-de-ai-en-las-compras\">3. Morgan Stanley survey: the use of AI in shopping<\/a>\n<\/li>\n<li><a href=\"#plataformas-como-chatgpt-y-su-impacto-en-la-experiencia-de-compra\">4. Platforms like ChatGPT and their impact on the shopping experience<\/a>\n<\/li>\n<li><a href=\"#aplicaciones-de-ai-en-el-deporte-personalizacion-y-promociones\">5. AI applications in sports: personalization and promotions<\/a>\n<\/li>\n<li><a href=\"#desafios-de-la-publicidad-en-un-mundo-impulsado-por-ai\">6. Challenges of advertising in an AI-driven world<\/a>\n<\/li>\n<li><a href=\"#la-preparacion-de-las-empresas-ante-el-cambio-en-el-comercio-electronico\">7. How companies are preparing for the shift in e-commerce<\/a>\n<\/li>\n<li><a href=\"#implicaciones-de-la-ia-en-el-comercio-electronico\">8. Implications of AI in e-commerce<\/a>\n<ul>\n<li><a href=\"#la-nueva-era-de-la-experiencia-del-cliente\">8.1 The New Era of Customer Experience<\/a><\/li>\n<li><a href=\"#desafios-y-oportunidades-para-las-marcas\">8.2 Challenges and Opportunities for Brands<\/a><\/li>\n<li><a href=\"#la-importancia-de-la-autenticidad-en-la-era-digital\">8.3 The Importance of Authenticity in the Digital Age<\/a><\/li>\n<\/ul>\n<\/li>\n<li><a href=\"#transforme-la-experiencia-de-cliente-con-suricata-cx\">9. Transform the customer experience with Suricata Cx<\/a>\n<ul>\n<li><a href=\"#la-revolucion-en-la-atencion-al-cliente-para-isps-y-telecomunicaciones\">9.1 The revolution in customer service for ISPs and telecommunications<\/a><\/li>\n<li><a href=\"#beneficios-tangibles-de-implementar-inteligencia-artificial-en-su-operacion\">9.2 Tangible benefits of implementing artificial intelligence in your operation<\/a><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<div class=\"ai-article\">\n<h2 id=\"la-inteligencia-artificial-transforma-las-compras-en-linea\">Artificial intelligence is transforming online shopping<\/h2>\n<ul>\n<li>Online shopping is undergoing its biggest change since the invention of the search engine, driven by conversational interfaces.<\/li>\n<li>Platforms like ChatGPT are beginning to concentrate discovery and purchase into a single conversation.  <\/li>\n<li>A Morgan Stanley survey suggests that nearly 1 in 4 Americans already used AI to shop in the last month.  <\/li>\n<li>Advertising inside AI opens up a tension: monetization vs. consumer trust.  <\/li>\n<li>Many brands admit they\u2019re late: they say they value the customer experience, but acknowledge they\u2019re lagging in AI.<\/li>\n<\/ul>\n<blockquote>\n<p><strong>From the search engine to the conversation<\/strong><br \/>\n&#8211; <strong>Before (search-engine era):<\/strong> \u201cI search \u2192 click a blue link \u2192 retailer website \u2192 filters\/categories \u2192 checkout\u201d.<br \/>\n&#8211; <strong>Now (conversational era):<\/strong> \u201cI describe what I need \u2192 the AI asks\/adjusts \u2192 recommends \u2192 (increasingly) lets me buy without leaving the chat\u201d.<br \/>\n&#8211; <strong>What fundamentally changes:<\/strong> the \u201centry point\u201d stops being a page and becomes an <strong>answer<\/strong>; that can shift visibility, brand control, and trust toward the platform that drives the conversation.<\/p>\n<\/blockquote>\n<h2 id=\"como-la-ia-esta-cambiando-las-compras-en-linea\">How AI is changing online shopping<\/h2>\n<p>For 25 years, e-commerce relied on an almost invariable ritual: search for a product, open a \u201cblue\u201d link, jump to a retailer\u2019s website, and complete a checkout with linear steps. That pattern\u2014which defined the search-engine era\u2014begins to give way to a different interface: conversation.<\/p>\n<p>Dan Gardner, founder and CEO of Code and Theory (the creative agency behind NFL.com and digital experiences for brands like Microsoft, Google, Time, and Vogue), sums it up as a change in how the internet is used, not just in tools. In his view, people are \u201cchatting with websites\u201d and finding a form of personal experience \u201ccompletely different\u201d from that of the last decades.<\/p>\n<p>The promise of AI in shopping is not only to recommend products: it is to compress the entire journey. Instead of browsing categories, filters, and pages, the user describes what they need and the platform responds, asks, adjusts, and guides. Gardner describes it as a \u201cnon-linear\u201d flow that adapts to \u201cthe way you think,\u201d and that feels \u201cmore human\u201d even though it is technologically more advanced.<\/p>\n<p>The tipping point, according to this view, is that AI stops being a help layer and becomes the place where the purchase happens. That reshuffles power: whoever controls the conversation can end up mediating the relationship between brands and consumers, redefining what is seen, what is recommended, and what is bought.<\/p>\n<blockquote>\n<p><strong>Purchase process\n<\/p>\n<\/blockquote>\n<\/div>\n<p>conversational<\/strong><br \/>\n1) <strong>Intent:<\/strong> the user explains need, budget, urgency, and context (\u201cas a gift,\u201d \u201cfor running,\u201d \u201cdelivery tomorrow\u201d).<br \/>\n2) <strong>Clarification:<\/strong> the AI asks 1\u20133 questions to reduce ambiguity (size, compatibility, preferences).<br \/>\n3) <strong>Selection:<\/strong> it proposes options and justifies them (why they fit what was requested).<br \/>\n4) <strong>Quick validation:<\/strong> the user adjusts (\u201ccheaper,\u201d \u201canother brand,\u201d \u201cno subscription\u201d).<br \/>\n5) <strong>Close:<\/strong> purchase within the chat or minimal jump to payment\/confirmation.<br \/>\n<strong>Practical checkpoint for brands:<\/strong> if your catalog, pricing, stock, shipping, and returns aren\u2019t well structured and accessible, the conversation breaks right at step 3\u20135.<\/p>\n<\/blockquote>\n<h2 id=\"encuesta-de-morgan-stanley-el-uso-de-ai-en-las-compras\">Morgan Stanley survey: the use of AI in shopping<\/h2>\n<p><em>Terminology note: in the text, \u201cAI\u201d and \u201cIA\u201d are used as equivalents (artificial intelligence), as they appear in the original cited material.<\/em><\/p>\n<p>Adoption is no longer a lab hypothesis. A recent Morgan Stanley survey found that approximately one in four Americans used AI to make a purchase in the last month. The figure, cited as a sign of early traction, suggests that behavior is crossing over from \u201ctrying out of curiosity\u201d to becoming integrated into consumer habits.<\/p>\n<p>The data matters for two reasons. First, because it indicates that AI already participates in transactional decisions, not just informational ones. Second, because it anticipates a snowball effect: if the user perceives that the conversation reduces friction \u2014 fewer tabs, fewer manual comparisons, fewer steps \u2014 the incentive to repeat grows.<\/p>\n<p>Gardner argues that this percentage \u201cwill only increase.\u201d His argument is supported by product direction: conversational platforms are expanding capabilities so the user doesn\u2019t have to leave the chat. In that context, AI functions as a \u201cfront door\u201d to commerce: the place where the purchase is initiated, evaluated, and closed.<\/p>\n<p>The takeaway for the market is clear: if a meaningful share of consumers already buys with AI, the channel stops being marginal. For brands, the risk isn\u2019t only losing web traffic; it\u2019s losing control over how their offering is presented when the dominant interface is no longer a page, but a response generated in real time.<\/p>\n<blockquote>\n<p><strong>AI in the purchase process<\/strong><br \/>\n&#8211; <strong>Cited data:<\/strong> \u201capproximately 1 in 4 Americans\u201d used AI to <strong>make a purchase<\/strong> in the <strong>last month<\/strong> (Morgan Stanley survey, according to the summarized note).<br \/>\n&#8211; <strong>What it suggests (without overinterpreting):<\/strong> it\u2019s a sign of early adoption with transactional behavior, not just search.<br \/>\n&#8211; <strong>How to read it in context:<\/strong> a survey captures a moment and a sample; eventhus, the key point here is the direction of change: AI is already entering the act of purchase.<\/p>\n<\/blockquote>\n<h2 id=\"plataformas-como-chatgpt-y-su-impacto-en-la-experiencia-de-compra\">Platforms like ChatGPT and their impact on the shopping experience<\/h2>\n<p>Gardner points to ChatGPT as \u201cground zero\u201d of the transformation. The key change is that, where previously the consumer had to leave the search engine and browse sites, now they can discover and buy within the same conversation. ChatGPT, according to the account, recently added the ability to transact directly on the platform: the user can go from \u201cI want X\u201d to \u201cI buy it\u201d without leaving the chat.<\/p>\n<p>That integration alters the shopping experience in two dimensions. The first is continuity: the user doesn\u2019t \u201cbounce\u201d between pages, but maintains context. The second is dynamic personalization: the conversation makes it possible to refine preferences in real time (\u201ccheaper,\u201d \u201cfaster,\u201d \u201cfor a gift,\u201d \u201cfor such-and-such use\u201d), without forcing the user to learn the navigation logic of each store.<\/p>\n<p>But the impact isn\u2019t limited to the consumer. For brands, the conversational interface can become an intermediary that decides which options appear first and how they are explained. In the classic model, the retailer controlled its digital storefront; in the conversational model, part of that storefront shifts to the AI platform.<\/p>\n<p>Gardner describes it as a \u201cone-stop\u201d and \u201cnon-linear\u201d experience, aligned with the human way of thinking. In practice, that can raise the bar: if buying becomes as fluid as a chat, any friction\u2014long forms, redundant steps, confusing information\u2014becomes more visible and less tolerable.<\/p>\n<blockquote>\n<p><strong>Control of the customer relationship<\/strong><br \/>\n&#8211; <strong>In favor (for the user):<\/strong> less friction, more continuity of context, guided comparison, and real-time adjustments.<br \/>\n&#8211; <strong>In favor (for the brand):<\/strong> the possibility of showing up at the \u201cmoment of intent\u201d with more relevant messages and less drop-off due to navigation.<br \/>\n&#8211; <strong>Against (structural risk):<\/strong> more intermediation: the platform can decide the order, framing, and visibility of options.<br \/>\n&#8211; <strong>Sensitive point:<\/strong> if the user \u201ctrusts the answer\u201d more than the store, part of the value (and control of the relationship) shifts from the brand\u2019s site to the assistant.<\/p>\n<\/blockquote>\n<h2 id=\"aplicaciones-de-ai-en-el-deporte-personalizacion-y-promociones\">AI applications in sports: personalization and promotions<\/h2>\n<p>Sports offers an advanced laboratory for what AI can do when combined with behavioral data and an emotional relationship with the brand. Gardner explains that his firm worked on applications for leagues and teams\u2014including the NFL and the Philadelphia Flyers of the NHL\u2014where AI already tailors experiences on an individual basis.<\/p>\n<p>What does that translate intopersonalization? In that the content, promotions, and even the order of the feed can vary depending on each fan. The logic is fed by signals such as purchase history, team loyalties, and interaction patterns. Instead of the same front page for everyone, the app \u201csteers\u201d the type of content and the format to try to ensure \u201cthe best possible experience.\u201d<\/p>\n<p>The commercial implication is direct: if the platform understands what a fan consumes and buys, it can present more relevant offers at the right time. And, at the same time, it can strengthen the bond: not just sell, but keep the user engaged with content that fits their sports identity.<\/p>\n<p>Gardner insists that this is not a future possibility, but something that \u201cis happening.\u201d In the context of e-commerce, the parallel is obvious: AI will not only recommend products, but will reorganize storefronts, messages, and interaction sequences for each person, with the goal of maximizing perceived utility and conversion.<\/p>\n<blockquote>\n<p><strong>Personalization in Three Layers<\/strong><br \/>\n<strong>Personalization in 3 layers (from sports to e-commerce):<\/strong><br \/>\n&#8211; <strong>Signals:<\/strong> purchase history, affinity (team\/brand), behavior (clicks, time, frequency), context (event\/season).<br \/>\n&#8211; <strong>Decision:<\/strong> what to show first (feed\/storefront order), what format to use (video, text, featured), what incentive to offer (promo, bundle, shipping).<br \/>\n&#8211; <strong>Expected result:<\/strong> more perceived relevance, more interaction, higher conversion and retention (without relying only on \u201cmore ads\u201d).<\/p>\n<\/blockquote>\n<h2 id=\"desafios-de-la-publicidad-en-un-mundo-impulsado-por-ai\">Challenges of advertising in an AI-driven world<\/h2>\n<p>As AI concentrates attention, the uncomfortable question arises: how do you monetize without eroding trust? OpenAI announced plans to introduce ads in its free tier. For Gardner, it was inevitable: \u201cwhere there is attention, there is advertising.\u201d If millions of users spend time in a conversational interface, the advertising incentive comes with them.<\/p>\n<p>The problem is that advertising in an answer environment can feel less visible than a banner or a traditional sponsored result. OpenAI committed to clearly labeling sponsored content, in a logic similar to the separation between paid and organic results on Google. Gardner believes the distinction matters, but it does not ensure it solves the underlying dilemma.<\/p>\n<p>When asked whether consumers will really be able to know that AI recommendations are not shaped by advertisers\u2019 money, his answer is blunt: \u201cThe reality is they won\u2019t know, and that\u2019s going to be a danger.\u201d In other words, even with labels, the perception of bias can take hold.<\/p>\n<p>His counterweight is competition. With alternatives like Google Gemini, Claude, and \u201cdozens\u201d of platforms,<\/p>\n<p>Gardner believes consumer choice will push to maintain integrity: if an AI is perceived as too influenced by ads, it will pay a reputational cost and users will migrate. The market, he suggests, could punish opacity, but the trust risk will remain structural.<\/p>\n<div class=\"cc-table-wrap\" style=\"overflow-x:auto;max-width:100%;-webkit-overflow-scrolling:touch\">\n<table class=\"cc-table\" style=\"width:100% !important;max-width:100% !important;min-width:720px;table-layout:auto !important;white-space:normal !important;word-break:normal;overflow-wrap:anywhere;hyphens:auto\">\n<thead>\n<tr>\n<th>Tension<\/th>\n<th>In search engines (known model)<\/th>\n<th>In conversational assistants (what changes)<\/th>\n<th>Risk to trust<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Organic vs. sponsored<\/td>\n<td>Relatively clear visual separation (blocks\/positions)<\/td>\n<td>The recommendation may \u201cfeel\u201d like a single answer<\/td>\n<td>The user may not perceive where organic ends and paid begins<\/td>\n<\/tr>\n<tr>\n<td>Labeling<\/td>\n<td>\u201cAd\/Sponsored\u201d is usually in plain view<\/td>\n<td>Labels must coexist with generated text and a conversational tone<\/td>\n<td>If labeling is subtle, it is interpreted as manipulation<\/td>\n<\/tr>\n<tr>\n<td>Explainability<\/td>\n<td>The user can open multiple sources<\/td>\n<td>The AI summarizes and decides what to show<\/td>\n<td>Less ability for the user to audit for themselves<\/td>\n<\/tr>\n<tr>\n<td>Incentives<\/td>\n<td>The search engine monetizes clicks\/impressions<\/td>\n<td>The assistant monetizes attention and, potentially, transaction<\/td>\n<td>Suspicion of bias in \u201cdefault\u201d recommendations<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<h2 id=\"la-preparacion-de-las-empresas-ante-el-cambio-en-el-comercio-electronico\">How companies are preparing for the shift in e-commerce<\/h2>\n<p>If consumers move toward conversational purchasing, the question is whether companies are ready to follow them. Gardner argues that the gap is widening and that most brands are behind. He cites a Code &amp; Theory survey conducted with The Wall Street Journal: 94% of executives agree that a great customer experience is vital to their company\u2019s future, but 93% admit they are already lagging in delivering it. And 75% say they are falling behind specifically in AI.<\/p>\n<p>The contradiction, according to Gardner, stems from how AI is being understood within organizations. Many treat it as an internal efficiency tool\u2014cutting costs, automating tasks\u2014instead of using it as a customer-oriented creative lever. By contrast, he argues, tech companies are using it to reimagine the experience.<\/p>\n<p>His advice for \u201clegacy\u201d brands that could suffer AI-driven digital disruption is to strengthen what AI cannot replicate: brand meaning. If AI tends to homogenize content and responses, brands with a clear, resonant identity will bethat people deliberately seek out. Gardner illustrates this with a comparison: the reason someone buys an expensive handbag instead of a free tote bag is brand resonance.<\/p>\n<p>The final risk is strategic: brands that don\u2019t build AI-driven customer experiences don\u2019t just fall behind; they cede ground to platforms that could end up mediating \u201cevery interaction\u201d between them and their consumers.<\/p>\n<blockquote>\n<p><strong>Operational Readiness for AI<\/strong><br \/>\n<strong>Quick readiness signals (so you don\u2019t get stuck at \u201cyes, it\u2019s important\u201d):<\/strong><br \/>\n&#8211; [ ] <strong>Product data ready for conversation:<\/strong> catalog, attributes, compatibility, and consistent FAQs.<br \/>\n&#8211; [ ] <strong>Reliable pricing\/stock\/shipping:<\/strong> up-to-date availability and timelines (if not, the AI promises and operations suffer).<br \/>\n&#8211; [ ] <strong>Clear policies:<\/strong> returns, warranties, and support explainable in 2\u20133 sentences.<br \/>\n&#8211; [ ] <strong>Minimum integrations:<\/strong> payments, CRM\/tickets, inventory, or ERP (depending on the business).<br \/>\n&#8211; [ ] <strong>Human scaling design:<\/strong> when the bot should hand off to an agent and how context is preserved.<br \/>\n&#8211; [ ] <strong>Experience metrics:<\/strong> first-contact resolution, abandonment, satisfaction, and escalation reasons.<\/p>\n<\/blockquote>\n<h2 id=\"implicaciones-de-la-ia-en-el-comercio-electronico\">Implications of AI in e-commerce<\/h2>\n<h3 id=\"la-nueva-era-de-la-experiencia-del-cliente\">The New Era of Customer Experience<\/h3>\n<p>AI is pushing e-commerce toward an experience centered on dialogue, context, and continuity. In the model described by Gardner, the conversational interface is not an accessory: it is the new \u201ccounter\u201d where what to buy and how is decided. Shopping stops being a rigid sequence of pages and becomes an interaction that asks, interprets, and proposes.<\/p>\n<blockquote>\n<p>\u201cThe way we\u2019re starting to use the internet is fundamentally changing.\u201d<br \/>\n<em>Dan Gardner, founder and CEO of Code and Theory<\/em><\/p>\n<\/blockquote>\n<p>That \u201cnew era\u201d also redefines expectations. If the user can resolve in a conversation what previously required multiple clicks, the standard of convenience rises for all channels. Customer experience comes to be measured by flow: fewer jumps, less friction, more relevance.<\/p>\n<h3 id=\"desafios-y-oportunidades-para-las-marcas\">Challenges and Opportunities for Brands<\/h3>\n<p>The opportunity is clear: personalization at scale, more useful recommendations, and shorter purchase journeys. But the challenge is just as big: losing control of the primary touchpoint if the conversation happens on someone else\u2019s platform.<\/p>\n<p>Advertising adds another layer of tension. If AI is funded by ads, trust becomes a fragile asset. Gardner warns that the consumer won\u2019t always be able to tell whether a recommendation is influenced by money.In that scenario, the platform\u2019s reputation and the clarity of labeling become decisive, but not infallible.<\/p>\n<blockquote>\n<p>\u201cThe reality is they won\u2019t know, and that is going to be a danger.\u201d<br \/>\n<em>Dan Gardner<\/em><\/p>\n<\/blockquote>\n<p>Competition between platforms appears as a disciplining mechanism: if there are alternatives, the user can punish experiences perceived as biased. For brands, this means operating in an ecosystem where visibility may depend on changing rules and on intermediaries with their own incentives.<\/p>\n<h3 id=\"la-importancia-de-la-autenticidad-en-la-era-digital\">The Importance of Authenticity in the Digital Age<\/h3>\n<p>When AI \u201cwashes\u201d content down to a common denominator, authenticity becomes a differentiator. Gardner argues that, in an environment where many answers look alike, meaningful brands\u2014with a recognizable and consistent proposition\u2014will be the ones that generate preference.<\/p>\n<p>Authenticity, in this framework, is not a slogan: it is a way to resist commoditization. If AI makes it easier to compare and substitute, the brand needs something more than price or availability to remain in the consumer\u2019s mind. Resonance\u2014that which makes someone choose an option \u201cbecause it\u2019s that one\u201d\u2014becomes a competitive advantage.<\/p>\n<blockquote>\n<p>\u201cWhen everything gets washed down into its lowest common denominator, people will actually want some resonance with something that has meaning.\u201d<br \/>\n<em>Dan Gardner<\/em><\/p>\n<p><strong>Key implications and priorities<\/strong><br \/>\n<strong>Quick map of implications (to prioritize):<\/strong><br \/>\n&#8211; <strong>Customer:<\/strong> less friction and more guidance; expectations for immediacy and clarity rise.<br \/>\n&#8211; <strong>Brand:<\/strong> differentiation through meaning\/identity; risk of \u201ccommoditization\u201d if everything is answered the same way.<br \/>\n&#8211; <strong>Channel:<\/strong> the entry point may shift from the site\/app to the conversation; the acquisition logic changes.<br \/>\n&#8211; <strong>Trust:<\/strong> sponsorship labeling, perceived bias, and the user\u2019s ability to verify influence adoption.<\/p>\n<\/blockquote>\n<h2 id=\"transforme-la-experiencia-de-cliente-con-suricata-cx\">Transform the customer experience with Suricata Cx<\/h2>\n<h3 id=\"la-revolucion-en-la-atencion-al-cliente-para-isps-y-telecomunicaciones\">The revolution in customer service for ISPs and telecommunications<\/h3>\n<p>In telecommunications and ISPs, the customer experience is often defined by volume: many repetitive inquiries, demand spikes, multiple channels, and pressure to resolve quickly. Suricata Cx positions itself as an AI-powered omnichannel platform, designed specifically for telecom and ISP operations in the Americas and Spain, combining automation, conversational AI, and flows with human oversight.<\/p>\n<p>This is not a generic chatbot: the focus is on operating on real industry processes (support, sales, payments, and recovery), with<\/p>\n<p>operational integrations and conversation traceability across channels such as WhatsApp, webchat, social networks, and IVR\/voice.<\/p>\n<h3 id=\"beneficios-tangibles-de-implementar-inteligencia-artificial-en-su-operacion\">Tangible benefits of implementing artificial intelligence in your operation<\/h3>\n<p>The proposal is based on applying AI where it is predictable and automatable, keeping people in control when judgment is needed. In practice, this aims to reduce costs per interaction and response times, improve first-contact resolution, and sustain quality without proportionally scaling the team.<\/p>\n<p>In sales, automation can help qualify leads and guide the user through the purchase journey in conversational channels. In payments and collections, conversational flows and reminders are proposed, with service reactivation after payment, supported by a gateway specialized in the sector.<\/p>\n<h3 id=\"como-suricata-cx-se-adapta-a-las-necesidades-especificas-de-su-negocio\">How Suricata Cx adapts to the specific needs of your business<\/h3>\n<p>Suricata Cx is described as \u201cAPI-first\u201d and geared toward integrations with billing systems and ISP ERPs, with real-time data synchronization (customers, debts, services, tickets). It also incorporates a \u201chuman-in-the-loop\u201d model: the bot can escalate to agents, pause to receive human input, and resume, with control and auditing for supervisors.<\/p>\n<p>At a time when AI is rewriting the way people buy and engage with digital services, the advantage is not only automation: it is designing conversational experiences that maintain context, reduce friction, and reinforce trust\u2014especially in industries where service is a central part of the brand.<\/p>\n<p>AI and the future of online shopping: an imminent change reminds us that conversation will be the new \u201ccheckout\u201d and that trust is earned by reducing friction without losing control. From Suricata Cx, that same logic translates into omnichannel experiences for telecom and ISPs where AI automates what is predictable and escalates to people when judgment is needed, protecting the customer relationship.<\/p>\n<p><em>At Suricata Cx, these kinds of changes are analyzed from the perspective of omnichannel operations and \u201chuman-in-the-loop\u201d flows in telecom and ISPs: what to automate, where to maintain human control, and how to sustain traceability and integrations so that the conversational experience is consistent.<\/em><\/p>\n<blockquote>\n<p><strong>From pilot to operational scale<\/strong><br \/>\n<strong>Typical implementation (from pilot to scale) in telecom\/ISP:<\/strong><br \/>\n1) <strong>Discovery (1\u20132 weeks):<\/strong> priority use cases (support, sales, payments), channels, and target metrics.<br \/>\n2) <strong>Integration (2\u20136 weeks):<\/strong> connection with billing\/CRM\/tickets; definition of minimum data (customer, debt, service status).<br \/>\n3) <strong>Controlled pilot (2\u20134 weeks):<\/strong> one channel and 1\u20132flows; review of real conversations and escalation points.<br \/>\n4) <strong>Scaling:<\/strong> more flows\/channels; operational training (supervision, auditing, continuous improvement) and clear \u201chuman-in-the-loop\u201d rules.<br \/>\n<strong>Operational checkpoint:<\/strong> if there is no traceability (what was said, what was resolved, why it was escalated), it is difficult to improve without affecting the experience.<\/p>\n<\/blockquote>\n<p><em>This text reflects publicly available information at the time of writing and retains figures and claims attributed to their sources. Purchasing functions on conversational platforms and advertising plans can change quickly as products evolve. If you are going to make channel or investment decisions, cross-check against more recent public information and your own data, as there may be uncertainties or updates.<\/em><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Table of contents 1. Artificial intelligence is transforming online shopping 2. How AI is changing online shopping 3. Morgan Stanley survey: the use of AI in shopping 4. Platforms like ChatGPT and their impact on the shopping experience 5. AI applications in sports: personalization and promotions 6. Challenges of the &#8230; <\/p>\n<div><a href=\"https:\/\/suricata.la\/ai-y-el-futuro-de-las-compras-en-linea-un-cambio-inminente\/\" class=\"more-link\">Read More<\/a><\/div>\n","protected":false},"author":2,"featured_media":2756,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_metadesc":"","content_central_editor_notes":"","yoast_description":"","footnotes":""},"categories":[48],"tags":[1384,1386,1387,801,1385],"class_list":["post-2759","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias","tag-ai-in-online-shopping","tag-ai-driven-advertising","tag-conversational-interfaces","tag-customer-experience","tag-future-of-e-commerce"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>AI and the future of online shopping: an imminent change - Suricata Cx<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/suricata.la\/en\/ai-and-the-future-of-online-shopping-an-imminent-change\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AI and the future of online shopping: an imminent change - Suricata Cx\" \/>\n<meta property=\"og:description\" content=\"Table of contents 1. Artificial intelligence is transforming online shopping 2. How AI is changing online shopping 3. Morgan Stanley survey: the use of AI in shopping 4. Platforms like ChatGPT and their impact on the shopping experience 5. AI applications in sports: personalization and promotions 6. Challenges of the &#8230; Read More\" \/>\n<meta property=\"og:url\" content=\"https:\/\/suricata.la\/en\/ai-and-the-future-of-online-shopping-an-imminent-change\/\" \/>\n<meta property=\"og:site_name\" content=\"Suricata Cx\" \/>\n<meta property=\"article:published_time\" content=\"2026-02-23T00:38:04+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-02-23T06:01:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/suricata.la\/wp-content\/uploads\/2026\/02\/2026-02-22__ai-y-el-futuro-de-las-compras-en-linea-un-cambio-inminente__featured_ai.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1800\" \/>\n\t<meta property=\"og:image:height\" content=\"942\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Martin Weidemann\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Martin Weidemann\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"16 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/suricata.la\\\/en\\\/ai-and-the-future-of-online-shopping-an-imminent-change\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/suricata.la\\\/en\\\/ai-and-the-future-of-online-shopping-an-imminent-change\\\/\"},\"author\":{\"name\":\"Martin Weidemann\",\"@id\":\"https:\\\/\\\/suricata.la\\\/#\\\/schema\\\/person\\\/572122124112b0679d624353d86e028f\"},\"headline\":\"AI and the future of online shopping: an imminent change\",\"datePublished\":\"2026-02-23T00:38:04+00:00\",\"dateModified\":\"2026-02-23T06:01:29+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/suricata.la\\\/en\\\/ai-and-the-future-of-online-shopping-an-imminent-change\\\/\"},\"wordCount\":3259,\"publisher\":{\"@id\":\"https:\\\/\\\/suricata.la\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/suricata.la\\\/en\\\/ai-and-the-future-of-online-shopping-an-imminent-change\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/suricata.la\\\/wp-content\\\/uploads\\\/2026\\\/02\\\/2026-02-22__ai-y-el-futuro-de-las-compras-en-linea-un-cambio-inminente__featured_ai.jpg\",\"keywords\":[\"AI in online shopping\",\"AI-driven advertising\",\"conversational interfaces\",\"customer experience\",\"future of e-commerce\"],\"articleSection\":[\"Noticias\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/suricata.la\\\/en\\\/ai-and-the-future-of-online-shopping-an-imminent-change\\\/\",\"url\":\"https:\\\/\\\/suricata.la\\\/en\\\/ai-and-the-future-of-online-shopping-an-imminent-change\\\/\",\"name\":\"AI and the future of online shopping: an imminent change - Suricata Cx\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/suricata.la\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/suricata.la\\\/en\\\/ai-and-the-future-of-online-shopping-an-imminent-change\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/suricata.la\\\/en\\\/ai-and-the-future-of-online-shopping-an-imminent-change\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/suricata.la\\\/wp-content\\\/uploads\\\/2026\\\/02\\\/2026-02-22__ai-y-el-futuro-de-las-compras-en-linea-un-cambio-inminente__featured_ai.jpg\",\"datePublished\":\"2026-02-23T00:38:04+00:00\",\"dateModified\":\"2026-02-23T06:01:29+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/suricata.la\\\/en\\\/ai-and-the-future-of-online-shopping-an-imminent-change\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/suricata.la\\\/en\\\/ai-and-the-future-of-online-shopping-an-imminent-change\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/suricata.la\\\/en\\\/ai-and-the-future-of-online-shopping-an-imminent-change\\\/#primaryimage\",\"url\":\"https:\\\/\\\/suricata.la\\\/wp-content\\\/uploads\\\/2026\\\/02\\\/2026-02-22__ai-y-el-futuro-de-las-compras-en-linea-un-cambio-inminente__featured_ai.jpg\",\"contentUrl\":\"https:\\\/\\\/suricata.la\\\/wp-content\\\/uploads\\\/2026\\\/02\\\/2026-02-22__ai-y-el-futuro-de-las-compras-en-linea-un-cambio-inminente__featured_ai.jpg\",\"width\":1800,\"height\":942},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/suricata.la\\\/en\\\/ai-and-the-future-of-online-shopping-an-imminent-change\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/suricata.la\\\/en\\\/isps-2\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"AI and the future of online shopping: an imminent change\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/suricata.la\\\/#website\",\"url\":\"https:\\\/\\\/suricata.la\\\/\",\"name\":\"Pagoralia\",\"description\":\"Plataforma de atenci\u00f3n omnicanal.\",\"publisher\":{\"@id\":\"https:\\\/\\\/suricata.la\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/suricata.la\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/suricata.la\\\/#organization\",\"name\":\"Pagoralia\",\"url\":\"https:\\\/\\\/suricata.la\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/suricata.la\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/www.suricata.la\\\/wp-content\\\/uploads\\\/2022\\\/10\\\/Pagoralia-Fav.png\",\"contentUrl\":\"https:\\\/\\\/www.suricata.la\\\/wp-content\\\/uploads\\\/2022\\\/10\\\/Pagoralia-Fav.png\",\"width\":1080,\"height\":1080,\"caption\":\"Pagoralia\"},\"image\":{\"@id\":\"https:\\\/\\\/suricata.la\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/suricata.la\\\/#\\\/schema\\\/person\\\/572122124112b0679d624353d86e028f\",\"name\":\"Martin Weidemann\",\"description\":\"Martin Weidemann is a specialist in digital transformation, telecommunications, and customer experience, with more than 20 years leading technology projects in fintech, ISPs, and digital services across Latin America and the U.S. He has been a founder and advisor to startups, works actively with internet operators and technology companies, and writes from practical experience, not theory. At Suricata he shares clear analysis, real cases, and field learnings on how to scale operations, improve support, and make better technology decisions.\",\"url\":\"https:\\\/\\\/suricata.la\\\/en\\\/author\\\/mw\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"AI and the future of online shopping: an imminent change - Suricata Cx","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/suricata.la\/en\/ai-and-the-future-of-online-shopping-an-imminent-change\/","og_locale":"en_US","og_type":"article","og_title":"AI and the future of online shopping: an imminent change - Suricata Cx","og_description":"Table of contents 1. Artificial intelligence is transforming online shopping 2. How AI is changing online shopping 3. Morgan Stanley survey: the use of AI in shopping 4. Platforms like ChatGPT and their impact on the shopping experience 5. AI applications in sports: personalization and promotions 6. Challenges of the &#8230; Read More","og_url":"https:\/\/suricata.la\/en\/ai-and-the-future-of-online-shopping-an-imminent-change\/","og_site_name":"Suricata Cx","article_published_time":"2026-02-23T00:38:04+00:00","article_modified_time":"2026-02-23T06:01:29+00:00","og_image":[{"width":1800,"height":942,"url":"https:\/\/suricata.la\/wp-content\/uploads\/2026\/02\/2026-02-22__ai-y-el-futuro-de-las-compras-en-linea-un-cambio-inminente__featured_ai.jpg","type":"image\/jpeg"}],"author":"Martin Weidemann","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Martin Weidemann","Est. reading time":"16 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/suricata.la\/en\/ai-and-the-future-of-online-shopping-an-imminent-change\/#article","isPartOf":{"@id":"https:\/\/suricata.la\/en\/ai-and-the-future-of-online-shopping-an-imminent-change\/"},"author":{"name":"Martin Weidemann","@id":"https:\/\/suricata.la\/#\/schema\/person\/572122124112b0679d624353d86e028f"},"headline":"AI and the future of online shopping: an imminent change","datePublished":"2026-02-23T00:38:04+00:00","dateModified":"2026-02-23T06:01:29+00:00","mainEntityOfPage":{"@id":"https:\/\/suricata.la\/en\/ai-and-the-future-of-online-shopping-an-imminent-change\/"},"wordCount":3259,"publisher":{"@id":"https:\/\/suricata.la\/#organization"},"image":{"@id":"https:\/\/suricata.la\/en\/ai-and-the-future-of-online-shopping-an-imminent-change\/#primaryimage"},"thumbnailUrl":"https:\/\/suricata.la\/wp-content\/uploads\/2026\/02\/2026-02-22__ai-y-el-futuro-de-las-compras-en-linea-un-cambio-inminente__featured_ai.jpg","keywords":["AI in online shopping","AI-driven advertising","conversational interfaces","customer experience","future of e-commerce"],"articleSection":["Noticias"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/suricata.la\/en\/ai-and-the-future-of-online-shopping-an-imminent-change\/","url":"https:\/\/suricata.la\/en\/ai-and-the-future-of-online-shopping-an-imminent-change\/","name":"AI and the future of online shopping: an imminent change - Suricata Cx","isPartOf":{"@id":"https:\/\/suricata.la\/#website"},"primaryImageOfPage":{"@id":"https:\/\/suricata.la\/en\/ai-and-the-future-of-online-shopping-an-imminent-change\/#primaryimage"},"image":{"@id":"https:\/\/suricata.la\/en\/ai-and-the-future-of-online-shopping-an-imminent-change\/#primaryimage"},"thumbnailUrl":"https:\/\/suricata.la\/wp-content\/uploads\/2026\/02\/2026-02-22__ai-y-el-futuro-de-las-compras-en-linea-un-cambio-inminente__featured_ai.jpg","datePublished":"2026-02-23T00:38:04+00:00","dateModified":"2026-02-23T06:01:29+00:00","breadcrumb":{"@id":"https:\/\/suricata.la\/en\/ai-and-the-future-of-online-shopping-an-imminent-change\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/suricata.la\/en\/ai-and-the-future-of-online-shopping-an-imminent-change\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/suricata.la\/en\/ai-and-the-future-of-online-shopping-an-imminent-change\/#primaryimage","url":"https:\/\/suricata.la\/wp-content\/uploads\/2026\/02\/2026-02-22__ai-y-el-futuro-de-las-compras-en-linea-un-cambio-inminente__featured_ai.jpg","contentUrl":"https:\/\/suricata.la\/wp-content\/uploads\/2026\/02\/2026-02-22__ai-y-el-futuro-de-las-compras-en-linea-un-cambio-inminente__featured_ai.jpg","width":1800,"height":942},{"@type":"BreadcrumbList","@id":"https:\/\/suricata.la\/en\/ai-and-the-future-of-online-shopping-an-imminent-change\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/suricata.la\/en\/isps-2\/"},{"@type":"ListItem","position":2,"name":"AI and the future of online shopping: an imminent change"}]},{"@type":"WebSite","@id":"https:\/\/suricata.la\/#website","url":"https:\/\/suricata.la\/","name":"Pagoralia","description":"Plataforma de atenci\u00f3n omnicanal.","publisher":{"@id":"https:\/\/suricata.la\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/suricata.la\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/suricata.la\/#organization","name":"Pagoralia","url":"https:\/\/suricata.la\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/suricata.la\/#\/schema\/logo\/image\/","url":"https:\/\/www.suricata.la\/wp-content\/uploads\/2022\/10\/Pagoralia-Fav.png","contentUrl":"https:\/\/www.suricata.la\/wp-content\/uploads\/2022\/10\/Pagoralia-Fav.png","width":1080,"height":1080,"caption":"Pagoralia"},"image":{"@id":"https:\/\/suricata.la\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/suricata.la\/#\/schema\/person\/572122124112b0679d624353d86e028f","name":"Martin Weidemann","description":"Martin Weidemann is a specialist in digital transformation, telecommunications, and customer experience, with more than 20 years leading technology projects in fintech, ISPs, and digital services across Latin America and the U.S. He has been a founder and advisor to startups, works actively with internet operators and technology companies, and writes from practical experience, not theory. At Suricata he shares clear analysis, real cases, and field learnings on how to scale operations, improve support, and make better technology decisions.","url":"https:\/\/suricata.la\/en\/author\/mw\/"}]}},"_links":{"self":[{"href":"https:\/\/suricata.la\/en\/wp-json\/wp\/v2\/posts\/2759","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/suricata.la\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/suricata.la\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/suricata.la\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/suricata.la\/en\/wp-json\/wp\/v2\/comments?post=2759"}],"version-history":[{"count":1,"href":"https:\/\/suricata.la\/en\/wp-json\/wp\/v2\/posts\/2759\/revisions"}],"predecessor-version":[{"id":2760,"href":"https:\/\/suricata.la\/en\/wp-json\/wp\/v2\/posts\/2759\/revisions\/2760"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/suricata.la\/en\/wp-json\/wp\/v2\/media\/2756"}],"wp:attachment":[{"href":"https:\/\/suricata.la\/en\/wp-json\/wp\/v2\/media?parent=2759"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/suricata.la\/en\/wp-json\/wp\/v2\/categories?post=2759"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/suricata.la\/en\/wp-json\/wp\/v2\/tags?post=2759"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}