The expert assessed the prospects of purchases through neural networks in Russia

The opportunity to choose and buy goods directly in dialogue with the neural network has become one of the most noticeable technological trends in recent months. This sparked a discussion about the future of e-commerce and the role of marketplaces, including in the Russian market. On February 5, the CEO of the Morizo service (part of the E-Promo Group) told Izvestia about how e-commerce can transform. Denis Tsarev.

According to him, what is happening should not be perceived as a revolution in online commerce. Rather, we are talking about the development of the concept of agent—based commerce, a model in which AI assistants accompany the buyer at all stages: from product search to payment. The formation of infrastructure standards indicates a desire to create uniform rules for such operations at the global level.

"The launch of purchases within AI platforms is largely dictated by economic reasons. Developers are looking for sustainable monetization models: subscriptions already exist, but they do not compensate for the scale of investments in technology development. The next step is advertising and retail media, but here AI providers may face resistance from brands and marketplaces that do not want to lose control over sales, customer data and user experience," the expert explained.

For Russia, according to Tsarev, the scenario of purchases through AI assistants may become a reality in the next one or two years. The key feature of the local market is that the largest neural network developers simultaneously own their own trading platforms. In addition, a number of companies have already announced the creation of AI agents for making purchases directly in the browser, and other major players are likely to have similar experiments in the near future. As a result, competition will increase not only between stores and marketplaces, but also from AI solution providers, each of which will promote their own protocols and standards.

A separate question is how exactly AI forms recommendations, the expert added. Assistants rely on user requests, price parameters, product characteristics, and data from open sources: brand descriptions, reviews, expert reviews, and user discussions. It is the feedback and user signals that become one of the key foundations for model training.

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On the one hand, this approach simplifies the selection process and increases the accuracy of recommendations. On the other hand, it creates risks for businesses, from manipulating reviews to uncertainty about responsibility for autonomous system solutions. According to Tsarev, in the long run, this increases the importance of brand reputation and presence on reputable sites, since these are the sources that AI most often uses when forming boards.

So far, as the expert notes, consumers are not ready to fully delegate the choice to algorithms, but the psychological barrier is gradually decreasing. Analysts estimate the potential of agent-based commerce at $3-5 trillion by 2030, which pushes the market to accelerate the development of such services.

"At the same time, there will be no radical revision of metrics in e-commerce. The key indicators will remain product card views, additions to the cart, and purchases, regardless of whether the purchase takes place on the website, marketplace, or inside an AI agent. Additionally, the value of user engagement indicators in the dialogue with the assistant and the share of recommendations that resulted in a deal will increase," the source said.

According to him, it is too early for Russian retailers to carry out large-scale optimization for AI purchases. The ecosystem is just taking shape, with platform competition and the battle for data between brands, marketplaces, and AI developers ahead. At the current stage, it is more important to ensure that product information is structured and up-to-date, not to close oneself off from AI indexing, and to closely monitor the experiments of the largest players.

In the future, AI assistants, according to the expert, will not be a revolution, but another sales channel and a new factor of competition in digital commerce, just like social networks and messengers used to be.

Russian President Vladimir Putin warned about the risks of AI development during the "Results of the Year" on December 19, 2025. According to him, over time, there is a danger that children, teenagers, schoolchildren and students will not think for themselves and look for solutions. The Russian leader called this a difficult task and drew attention to the fact that it would be complicated by the organization of the educational process in educational institutions.

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