By Saul Delage – SVP Client Partner, Robots & Pencils
July 1st is this week. For most retailers and consumer brands, that signals the final 90-day window to deploy new capabilities for Holiday 2026. By mid-October, most retail IT environments will be in code freeze. Amazon’s Fall Prime Event (Prime Big Deal Days) will have already kicked off the early holiday promotional season.
While some pundits are debating the definition of agentic and whether it will or will not have a transformative impact, I agree with retail expert Jason “Retail Geek” Goldberg that AI is already impacting consumer behavior, and the question for businesses is where to focus so the investment is a no-regret bet — the right place to build regardless of how fast consumer AI adoption accelerates, regardless of how the competitive landscape shifts, and with a realistic chance of being in production before October.
The research makes that answer clear.
Where Consumers Are Already Ready for AI in Retail
Cognizant’s research, conducted with Oxford Economics across more than 8,400 consumers, maps AI comfort across three phases of the shopping journey using a Comfort Quotient score: Learn (product discovery and research), Buy (the transaction), and Use (post-purchase engagement).

The Learn and Use phases are where consumer AI comfort is meaningfully established today. These represent the majority of your shoppers’ journey, not edge cases. And the market data confirms it’s already happening at scale. At Citi’s Global Consumer and Retail Conference in March, Jason Goldberg and Scot Wingo reported that Target saw 40% month-over-month traffic growth attributed to AI discovery tools like ChatGPT and Gemini. Amazon’s AI assistant Alexa for Shopping (formerly Rufus) is now engaging 300 million users. These are current numbers. The Learn phase is where AI is already reshaping how consumers find products, right now.
The Use phase tells a complementary story. Consumers respond positively to products and services that “take care of themselves” — post-purchase support, order tracking, repurchase reminders, personalized engagement after the sale. The Comfort Quotient rebounds to 39 in this phase, including among consumers who are otherwise skeptical of AI. That’s a meaningful signal for where agentic AI delivers value with low resistance.
These two phases are the no-regret focus areas. The case for building here is non-debatable: consumer readiness is established, the use cases are proven, and the ROI accrues at every stage of adoption growth.
Why the Holiday Season Makes These AI Comfort Phases the Right Bet
Holiday 2026 amplifies exactly the dynamics where AI in the Learn and Use phases delivers the most value.
Discovery is highest-stakes in Q4. Consumers are actively searching for gift ideas, comparing unfamiliar products, and making purchase decisions outside their normal categories. AI-powered search, personalized recommendations, and multimodal product content are at peak value when the shopper is motivated but undecided. Convenience, which Cognizant’s research confirms as the primary driver of AI adoption ahead of price, matters most when a consumer is under time pressure. That’s November and December.
Post-purchase is highest-volume in Q4. Order tracking inquiries, gift returns, product questions, and repeat purchase decisions all spike in November and December. Agentic AI deployed in the Use phase handles that volume, reduces service load, and turns a high-friction season into a loyalty-building moment. The brands that get this right in Holiday 2026 build the customer relationships that pay forward into 2027.
Both phases can be scoped, built, tested, and deployed within the 90-day window between July 1 and October. They are where consumer readiness is highest, return is fastest, and the path to production is most straightforward.
The AI Infrastructure Layer That Makes Next Holiday Season Even Better
There’s a second dimension to the no-regret case, running on a slightly longer timeline.
Cognizant’s research maps a third wave of change arriving by 2030: agentic purchasing, where consumer AI agents interact directly with business AI agents to orchestrate the full shopping journey. Goldberg and Wingo noted at Citi’s Global Consumer & Retail Conference that Google and OpenAI are already establishing the protocols for this — structured data standards, API interoperability, and checkout orchestration that will determine which brands surface when consumer AI agents start driving discovery decisions.
The infrastructure that enables agentic commerce is the same infrastructure that improves Learn phase performance today: structured product data, external-facing APIs, and the connective tissue that lets your catalog show up wherever consumers are searching, whether that’s a search engine, a voice assistant, or an AI agent acting on a consumer’s behalf.
Building this foundation now is a no-regret bet precisely because it pays off at every stage. It improves holiday 2026 performance. It positions the brand for the agentic commerce era as adoption accelerates. It is additive regardless of pace.
For a live example of what this looks like in practice, our team recently published a piece on running a full marketing function with generative and agentic AI: How to Run a Marketing Function with Generative and Agentic AI on Amazon Quick.
90 Days
July 1 is this week.
October brings two converging constraints: IT freezes lock down most retail environments ahead of peak season, and Amazon’s Fall Prime Event kicks off the early holiday promotional calendar in mid-October. The brands that have agentic AI capabilities in production for Holiday 2026 are the ones starting the work in the next few weeks, not in September.
Almost every retail and consumer goods brand I speak with shares the same conviction: the opportunity is clear, the consumer readiness data is unambiguous, and the timing is right. The constraint is activation. How to get AI from conviction to something in production in a compressed window.
That’s the work we do at Robots & Pencils. If your team is ready to move in the next 90 days, I’d like to be part of the conversation. Reach out on LinkedIn or directly.
Progress beats paralysis, and in retail, the calendar is the most unforgiving proof of that.
Saul Delage is SVP Client Partner at Robots & Pencils, focused on the Retail and Consumer Goods vertical. Robots & Pencils is an applied AI engineering partner, all in on AWS.















