Brand AI Agent Vs Personal Agent, How Meta Muse And ChatGPT Dots Shop

DaVinci Commerce wants every product to have a brand AI agent, software that speaks for it when a shopper’s AI assistant comes looking.

The San Mateo, Calif. company on Monday expanded its Agentic Commerce Experience Platform with Brand Agent, which publishes product information to ChatGPT, Gemini, Claude and personal agents such as Meta’s Muse, along with a patent-pending technology called Product Context Memory.

The launch comes as retailers prepare for shopping done by software, in particular AI Agents.

Per Inc, AI-driven traffic hit an 8x increase YoY, with AI search orders spiking nearly 13x and new buyer orders occurring at nearly 2x the rate of traditional organic search. Brands often go unseen in those answers, though. According to Profound, which tracks visibility in AI search, brand websites are cited in 5% to 10% of relevant queries.

How A Brand AI Agent Differs From A Personal Agent

A personal agent acts for the shopper. It can learn someone’s preferences, budget, purchase history and constraints, then search, compare and eventually buy on that person’s behalf. OpenAI Dots and Meta’s Muse are moving toward this role, along with startups such as Instinct and EQUS (my employer). For brands, that means the customer may increasingly be an AI agent deciding which products even make the shortlist.

A brand agent acts for the company that makes or sells the product. It supplies official product information in formats machines can read, including structured feeds and Model Context Protocol servers, a standard way for AI systems to connect to outside data.

The two working together is Agentic Commerce. The gap between the two is language.

Shoppers describe problems, while catalogs list attributes. DaVinci Commerce offers the example of one shopper asking for a makeup foundation that won’t turn orange or look cakey, and another asking which foundation suits sensitive skin.