Walmart is reportedly laying the groundwork for a major shift in retail, developing shopping agents designed not just to assist customers but also to compete for the attention of autonomous AI bots that may soon dominate online purchasing decisions.

Speaking on the company’s evolving strategy, Walmart U.S. Chief Technology Officer Hari Vasudev said the retail giant is building its own AI agents for its app and website. These bots will help with tasks ranging from routine grocery reorders to themed shopping needs like planning a “unicorn party”.

“It will be different,” Vasudev said. “Advertising will have to evolve.”

With AI agents poised to bypass traditional search and promotional tactics, Walmart is adapting product listings, descriptions and pricing to appeal to these intelligent shoppers. Analysts say the shift could upend digital marketing and potentially reduce retailers’ control over customer relationships if purchases shift to third-party agents such as OpenAI’s Operator.

Walmart anticipates a future where its agents will communicate directly with external bots through a shared protocol that is currently under development to pass along product recommendations tailored to user preferences.

While human consumers may respond to visual branding and emotional cues, AI agents focus on factors like price, relevance, and ranking. “Retailers must rethink how they attract shoppers—because now, they’re marketing to machines,” said Gartner retail analyst Robert Hetu.