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Hi AI Futurists,
AI shopping is turning into a three-way power struggle, with Amazon, OpenAI, and Google racing to own how products are discovered, compared, and purchased through AI. Search is becoming conversation, recommendations are becoming agents, and the checkout moment is quietly being rewritten.
Here’s our agenda.
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AI shopping wars
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Lex Sokolin
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AI shopping wars
AI is quietly rewriting how people decide what to buy. Instead of opening ten tabs, scrolling reviews, and second-guessing choices, more shoppers are starting with a simple question to an AI assistant: What’s the best option for me? As covered in New York Magazine, Amazon, Google, and OpenAI are all racing to own that moment, before a consumer ever reaches an “add to cart” button.
Each company is coming at the problem from a familiar place. Amazon wants AI to feel like a smarter shopping companion that gets you from recommendation to delivery with fewer steps. Google is trying to protect its role as the place you go to figure things out, turning search into an ongoing conversation instead of a list of links. OpenAI sits a layer above, positioning AI as the neutral helper that filters the noise and tells you what actually matters, regardless of where you buy.
For shoppers, this is convenient, but it also narrows the world. When an AI assistant summarizes hundreds of products into three suggestions, everything else fades out. You browse less, compare less, and trust the system more. Shopping starts to feel less like exploring and more like accepting a short list. The tradeoff is speed and simplicity versus choice and discovery, and most people will happily take the former without realizing how much the decision process has changed.
Takeaways at a Glance:
AI is moving product discovery ahead of traditional search and browsing.
A small number of AI-recommended options now shape most purchase decisions.
Amazon, Google, and OpenAI are competing to control that recommendation layer.
Visibility is shifting from ads and SEO toward AI interpretation and trust.
Shopping decisions are getting faster, but narrower.
What We Think About It:
The key change is where decisions get made. Instead of comparing options across pages and reviews, people are letting AI narrow the field before they engage. That puts enormous influence in the hands of platforms that control recommendations. Amazon has the advantage of transaction data, Google has discovery habits, and OpenAI owns the conversational layer. Over time, whichever system people default to will quietly shape buying behavior across categories.
What You Can Do Right Now:
Expect AI assistants to increasingly shape what options you see first.
Look past the top recommendation when the purchase actually matters.
Be aware that convenience often comes from fewer choices, not better ones.
Use multiple tools so no single assistant defines your default decisions.
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Citable - Make brands show up in Agentic Search
Simulates real personas by pre-warming AI accounts (ChatGPT, Perplexity, Gemini, Claude, Grok)
Runs thousands of prompts daily to track share-of-voice and cited sources
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AI In the Wild
AI Investment Report
This 158-page research report provides the first comprehensive taxonomy of public companies, private ventures, and tokenized protocols building the infrastructure for autonomous AI systems. Compiled by Lex Sokolin, former Chief Economist at ConsenSys, fintech strategist at Autonomous Research, and current Managing Partner at Generative Ventures, this report delivers institutional-grade analysis of 100+ companies across 14 critical infrastructure layers. Learn more here.
AI & Robotics Industry Encyclopedia
In this 158 page report, we collate all the meaningful companies across public equities, private equity, and digital assets related to the machine economy. There are 13 sections of company types, a...
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