---
id: "quote-flattening-retail-landscape"
type: "quote"
source_timestamps: ["§ The Rise of the AI Agent and the Flattening of Retail"]
tags: ["retail-strategy", "objective-metrics"]
related: ["concept-flattening-of-retail", "claim-objective-factors-over-brand-loyalty"]
speaker: "Jur Gaarlandt, Wesley Korver, Nathan Furr and Andrew Shipilov"
speakers: ["Jur Gaarlandt", "Wesley Korver", "Nathan Furr", "Andrew Shipilov"]
sources: ["geo"]
sourceVaultSlug: "hbr-seg-geo"
originDay: 3
articleStem: "hbr-cl-92-ai-agents-changing-shopping"
sourceUrl: "https://hbr.org/2025/02/ai-agents-are-changing-how-people-shop-heres-what-that-means-for-brands"
sourceTitle: "AI Agents Are Changing How People Shop. Here’s What That Means for Brands."
---
# Flattening the Retail Landscape

> "The power of getting all the available data on these objective criteria will flatten the retail landscape, as the consumer's AI agent will prioritize these pragmatic factors over brand loyalty."

— Jur Gaarlandt, Wesley Korver, Nathan Furr and Andrew Shipilov

This is the definitional statement of the [[concept-flattening-of-retail]] and the verbatim source for [[claim-objective-factors-over-brand-loyalty]]. "These objective criteria" refers to the five factors in [[framework-ai-agent-evaluation-criteria]].