eCommerce Trends

When the AI becomes the buyer

1 min read

Posted: Sep 30, 2026

Ask questions about this page

Shopping online has been built around the assumption that there is a person behind the screen.

That is starting to change.

As AI moves from just recommending products to making purchases on a customer’s behalf, retailers will need new ways to understand who is really buying and where responsibility sits if something goes wrong.

I explored what this means for the future of retail in The Executive Magazine.

Read the full article here

Simon Hunter

Director, Agentic Commerce and Payment Optimisation

Simon Hunter is a technology and solutions leader with more than 20 years of experience delivering data-driven hardware and software solutions across retail, transit, and eCommerce. Throughout his career, he has worked at the intersection of technology, operations, and customer experience, helping organisations navigate change and unlock new opportunities through innovation. As Director of Agentic Commerce & Payment Optimisation at Signifyd, Simon leads Solutions Design & Delivery across EMEA, focusing on the evolving role of AI, intelligent commerce, and payment ecosystems in shaping the future of retail and how emerging technologies are redefining trust. He brings a practical perspective on balancing customer experience, fraud prevention, operational efficiency, and commercial performance in increasingly complex digital environments

Link copied