The man who built Apple’s stores doesn’t buy Silicon Valley’s bet on AI shopping

Ron Johnson, who built Apple’s retail store strategy, says AI will improve online shopping but is unlikely to change how people buy high-consideration products. He argues that consumers may use AI agents to narrow choices, but still want to see, touch, and compare items like laptops before spending thousands of dollars.

Johnson’s skepticism highlights a key limit in the push toward agentic commerce: convenience may not replace confidence for expensive or personal purchases. The likely trend is a hybrid model where AI handles research and filtering, while physical retail remains important for product experience, trust, and brand connection.