Microsoft Unveils AI Tools to Help Brands Sell to Autonomous Agents
Microsoft has introduced a broad set of tools aimed at reshaping how commerce works online. Instead of focusing only on human users, the company is preparing for a future where AI agents handle discovery, comparison, and purchasing. As a result, brands must now consider how machines—not just people—interact with their products.
In a blog post titled Win across all three eras of the web, Tim Frank explained that today’s internet combines three overlapping layers. First, the traditional web still relies on search and clicks. Meanwhile, the LLM-driven web helps users make decisions with AI assistance. Finally, the emerging agentic web allows autonomous systems to act independently on behalf of users. Consequently, businesses must adapt to all three environments at once.
Building the Infrastructure for AI Commerce
At the core of this strategy is the Universal Commerce Protocol, now adopted within the company’s Merchant Center. This open standard, co-developed by Google and Shopify and supported by companies like Visa and Mastercard, enables seamless transactions between AI agents and merchants. Therefore, it creates a shared system where product data becomes easily accessible and actionable for AI systems.
In addition, the company is integrating Shopify’s catalog directly into Copilot through its commerce API. This move brings millions of products into the AI assistant with real-time pricing and inventory. As a result, merchants no longer need to manage separate data feeds, which simplifies operations while improving visibility.
Advertising and Competition in the AI Era
At the same time, new advertising tools are being introduced to target AI-driven interactions. For example, AI Max for Search expands query matching and personalizes ads across platforms like Copilot and Bing. Furthermore, “Offer Highlights” display key selling points, such as free shipping, directly בתוך AI conversations. A new audience tool also allows advertisers to describe their ideal customer in plain language, after which the system builds targeting segments automatically.
These updates respond to rapid shifts in traffic patterns. Notably, automated traffic is growing eight times faster than human traffic, while agentic browser usage has surged dramatically year over year. Consequently, businesses face increasing pressure to adapt quickly.
Meanwhile, competition is intensifying. Target has joined as an early partner for loyalty
