You've spent years optimizing your product pages for human buyers. But AI shopping agents — tools like ChatGPT's Agent Mode and Google's "Buy for Me" — are already making purchase decisions on behalf of customers. New research from Columbia and Yale reveals exactly what biases these agents have, and what digital creators can do about it.

I nearly shut down the HobbyScool Shopify store because it felt optional. This experiment explains why I didn’t — and how seeing it as a long-term business asset changed everything.