Source: PSFK
As autonomous AI assistants begin making purchase decisions on behalf of consumers, major commerce platforms face a direct threat to their most valuable asset—direct customer relationships and retail media advertising. Rather than cede control entirely to third-party agents, companies like Amazon, Shopify, and Apple are simultaneously opening their infrastructure to external AI while aggressively building owned fulfillment networks and AI assistants, effectively betting on both outcomes to capture commission revenue and direct data. This hedging strategy reveals the actual prize: owning the final transaction layer and customer data. Platforms are willing to subsidize massive infrastructure investments to prevent being disintermediated by more efficient autonomous shoppers.