AI agents and the end of luxury's platform era

The following is a guest post from Justin Banon, Founder of Boson Protocol.

The next wave of technological disruption is poised to transform luxury as we know it. While the industry has cautiously embraced digital transformation through e-commerce platforms and NFT experiments, the convergence of AI agents and decentralized commerce promises to fundamentally reshape not just how luxury goods are discovered, authenticated, and traded, but how customers interact with brands entirely.

We are witnessing the sunset of the website era. Just as mobile apps disrupted desktop browsing, AI agents will soon become the primary interface through which consumers engage with luxury brands. Instead of navigating countless websites and apps, customers will simply tell their AI agents what they want – whether that’s finding the perfect evening bag, tracking down a vintage watch, or staying updated on their favorite brand’s latest collection.

This shift comes at a critical moment for luxury. The sector faces slowing growth, with forecasts suggesting just 1-3% annual expansion through 2025. Traditional growth levers like aggressive price increases have reached their limits. Meanwhile, younger consumers increasingly value experiences over goods and express skepticism about luxury’s value proposition.

The Rise of AI Commerce Agents

Enter AI agents – autonomous programs that can search, negotiate, and transact on behalf of users. These agents promise to upend how consumers discover and purchase luxury goods by bypassing traditional platforms and connecting directly with brands and sellers. More fundamentally, they will replace websites and apps as the primary interface between consumers and brands.

Imagine asking your AI agent to “Find me a black Chanel evening bag similar to the one Emma Stone wore at the Golden Globes, but within my budget.” The agent would instantly search across authorized retailers, resale platforms, and brand inventories, negotiating prices and verifying authenticity. No more toggling between browser tabs or juggling multiple shopping apps – the entire luxury shopping experience becomes conversational and effortless.

The implications for luxury are profound. Today’s dominant platforms like Farfetch and Net-a-Porter risk being rendered obsolete as AI agents cut through their walled gardens, comparing prices and authenticating goods across the entire digital landscape. The “platform era” – where centralized marketplaces controlled discovery and transactions – may be coming to an end.

Why Decentralization Matters

However, for AI agents to function effectively in luxury commerce, they need infrastructure they can trust. Agents cannot verify physical products or resolve disputes on their own. This is where decentralized commerce protocols become critical – providing the “trust layer” that allows AI agents to confidently execute real-world transactions.

Through decentralized protocols, luxury goods can be “hard tokenized” – meaning ownership rights are cryptographically secured and transfers are automated through smart contracts. When a customer’s AI agent purchases a Birkin bag, for example, the protocol ensures they will either receive the authentic item or get their money back, without relying on any centralized intermediary.

Transforming the Luxury Experience

This technological convergence enables entirely new models of luxury consumption. Consider fractional ownership – AI agents could help clients build portfolios of shares in ultra-luxury items, from rare watches to couture pieces. Or authentication – agents could instantly verify the provenance of vintage pieces by checking their digital credentials on decentralized networks.

The broader impact may be making luxury more accessible while paradoxically increasing its exclusivity. AI agents can help aspirational consumers discover entry-level luxury through recommender systems and fractional ownership. Meanwhile, ultra-high-net-worth individuals gain new ways to acquire and trade rare pieces through trusted protocols.

Looking Ahead

For luxury brands, this shift requires fundamentally rethinking how they engage with customers. Rather than investing in website redesigns and mobile apps, brands will need to make their inventory, content, and authentication data accessible to AI agents through decentralized protocols. The focus shifts from creating beautiful interfaces to developing rich, machine-readable datasets that agents can interpret and act upon. Those that embrace this change can reduce platform fees while building more direct relationships with clients through AI-mediated interactions.

The transition won’t happen overnight, but the direction is clear. Just as e-commerce transformed luxury retail in the 2000s, AI agents and decentralized commerce will reshape the industry in the 2020s. The platform era is ending. Brands that recognize this shift early will be best positioned to thrive in luxury’s next chapter.

The brands that succeed will be those that view AI agents not as a threat, but as an opportunity to make luxury more accessible, authentic and efficient – while maintaining the craftsmanship, creativity and exclusivity that define true luxury.