AI assistants change the rules of online shopping

Amazon demanded that Perplexity remove the ability to place orders via AI from the Comet browser. Formally, bots don't consider purchase history and get confused by prices. In reality, the corporation doesn't want to lose control over the customer.

Now brands are fighting not only for users, but also for the attention of neural networks, which choose products instead of people.

In Russia, similar processes are already visible. A study by Ashmanov & Partners showed that almost 40% of product recommendations from "Search with Alice" lead to sites outside the top 30. And Yandex is actively strengthening its influence — through "Alice AI" and smart picks in search.