AI Co-Pilot

Definition

An AI Co-Pilot is a conversational AI that works alongside a human user to assist in the purchasing process, but the final decision and action remain with the person. It is a transitional form of Agentic Commerce, a "flight simulator" that is psychologically preparing consumers to delegate more control to autonomous AI in the future.

Executive Summary

• Why it matters: The widespread use of AI Co-Pilots is normalizing the concept of AI-guided shopping, paving the psychological runway for the mass adoption of fully autonomous agents.

• Examples: Today's AI Co-Pilots include tools like Amazon's Rufus and Walmart's Sparky, which answer nuanced questions about products, synthesize reviews, and make recommendations.

• Implications: A 2025 Bloomreach study confirmed that 93% of consumers now consider conversational capabilities an important e-commerce feature, demonstrating a clear and growing consumer demand for this experience.

• Strategic Imperative: Brands must ensure their product data is designed to be easily understood by conversational AI to remain visible as a viable option for these co-pilots.

Example in Practice

During the 2025 Prime Day event, traffic to U.S. retail sites from generative AI products saw a staggering 3,300% year-over-year increase, a clear sign that when faced with overwhelming choice, consumers are eagerly embracing conversational AI to navigate complexity.

See also: Agentic Commerce, Algorithmic Shopper, Conversational Commerce