JOURNAL ARTICLE

Preparing Your Brand for Agentic AI.

  • Published In: Harvard Business Review, 2026, v. 104, n. 2. P. 86 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Acar, Oguz A.; Schweidel, David A. 3 of 3

Abstract

The article focuses on how large language models (LLMs) and AI agents are transforming consumer research and purchasing behaviors, requiring brands to adapt their strategies for this new retail environment. It identifies three modes of AI-mediated interactions: brand agents engaging directly with customers, consumer-controlled agents acting across brands, and fully autonomous AI intermediation managing transactions without human involvement. Successful brands like Pernod Ricard, Sephora, and AG1 are developing hybrid approaches that combine proprietary data, human oversight, and ongoing optimization to ensure accurate AI representation and build consumer trust. The article emphasizes that companies must continuously monitor AI ecosystems, tailor their AI presence to customer preferences, and integrate with third-party agents to maintain visibility and relevance in AI-driven marketplaces.

Additional Information

  • Source:Harvard Business Review. 2026/03, Vol. 104, Issue 2, p86
  • Document Type:Article
  • Subject Area:Business and Management
  • Publication Date:2026
  • ISSN:0017-8012
  • Accession Number:191435163
  • Copyright Statement:Copyright © Harvard Business Publishing. All Rights Reserved. This content is intended for individual research use only, subject to the following: Unless permission is expressly granted in a separate license, this content may NOT be used for classroom or teaching use, which includes teaching materials, electronic reserves, course packs or persistent linking from syllabi. Please consult your institution's librarian about the nature of relevant licenses held by your institution and the restrictions that may or may not apply.Unless permission is expressly granted in a separate license, this content may NOT be used in corporate training and/or as corporate learning materials. For corporate users, please consult the specific terms of your company's license(s) for complete information and restrictions. For more information and teaching resources from Harvard Business Publishing including Harvard Business School Cases, eLearning products, and business simulations please visit hbsp.harvard.edu. (Copyright applies to all Abstracts.)

Looking to go deeper into this topic? Look for more articles on EBSCOhost.