Ron Johnson says AI shopping agents will not replace physical stores

In short: A key figure behind Apple’s retail stores says AI shopping tools will help online research, but they will not replace in-person shopping for many purchases.

What's going on

Ron Johnson, who helped build Apple’s retail store business starting in 2000, says Silicon Valley is overestimating how much shopping people will hand over to AI.

Many tech companies are spending heavily on “AI agents,” which are computer programs that can take actions for you, like searching for products, comparing options, and even checking out (like a digital assistant that can also click the buttons). This push is sometimes called “agentic commerce.”

Johnson told TechCrunch that AI will likely improve online shopping, but it may not change the basic way people choose what to buy. He said he does not believe most people will let an AI agent choose and purchase an expensive item, like a $1,000 to $2,000 laptop, without visiting a website or store. For big purchases, he argues, shoppers want to hold the product, look at the screen, and see what size and feel they prefer.

Johnson also pointed to Apple’s original idea for physical stores: they were not just sales floors, but places where people could try products, learn how to use them, and get help later. He says Apple’s advantage has been its store staff, not just store design, and that employees are not paid on commission so they can focus on what a customer needs.

What to watch

AI may still change shopping in a quieter way. Johnson expects AI tools to narrow choices and answer questions before someone walks into a store, so people arrive more prepared, more like a shopper who already did their homework.

Source: TechCrunch AI