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NOV 25
2025
In the ever-changing e-commerce industry, AI is dramatically reshaping the shopping experience and marketing strategies. Among these advances, the emergence of “agentic AI” - autonomous AI that searches, compares products, and guides purchases on behalf of consumers - is poised to transform the very nature of brands. In particular, the AI foundation of Fanplayr, called Verada AI, which optimizes shopping experience in real time based on behavioral data, plays a central role in improving conversion rates and strengthening customer loyalty. What trends in AI-driven commerce are coming next? We spoke with Derek Adelman (Vice President at Fanplayr USA) and Hideaki Ueda (Representative of Fanplayr Japan).
Derek: In recent years, customer acquisition costs have soared on major advertising platforms like Meta, Google, or TikTok - while consumer purchasing behavior has become more varied and the paths leading consumers to products more complex.
Under these conditions, agentic AI - which searches for, compares, and supports purchase decisions on behalf of users - is gaining attention. With development underway by companies such as OpenAI, Google, and Anthropic, the era in which AI makes purchasing decisions for consumers may be just around the corner.
Ueda: Once AI even handles payments, transactions may increasingly complete without using the brand’s usual online store - reminiscent of how the rise of Amazon in the early 2000s shifted the mainstream of purchasing from physical stores to online.
Currently, Amazon accounts for about 8% of the U.S. retail market (approx. US$5.29 trillion), and the widespread adoption of autonomous AI could bring about a similarly significant shift. In an era where AI leads purchases, the question becomes how far a brand can design and manage customer experience and process on its own.
Derek: As AI comes to handle product search to purchase, the most important factor becomes “what data you use and how.” Simply investing in ad spend to drive traffic will no longer suffice. The first step is to collect and organize your own site’s behavioral data and purchase data in ways that AI can understand. Also, structuring product pages so AI can easily parse them will make your products more likely to be selected during AI-based search or recommendation.
Ueda: Additionally, it’s vital to preserve and communicate a brand’s unique experiential value. Because consumers may rely on AI for purchase decisions, the power to make them want to choose “this brand” through story and worldview becomes even more important. Equally critical is preparing conversational interfaces like chat or voice, bridging AI and humans. In the end, brands that own their data and build systems that integrate with AI seamlessly will become the protagonists of the next-era commerce.
Derek: We consider first-party behavioral data to be the most valuable asset in digital business. While we have previously helped brands leverage such data in real time for deeper customer understanding, combining it with machine learning made it possible to deliver much more accurate recommendations and predictions. That realization led to the birth of Verada AI. The platform is designed so that companies can deepen customer relationships using their own data, even amidst a rapidly changing market environment.
Ueda: The key characteristic is that it bases learning on “behavioral data.” While typical AIs are trained on public or synthetic datasets, Verada AI is built on first-hand data like actual purchase and browsing behavior. As a result, it can understand not only “what a customer did,” but also “why they acted that way.” That deeper insight is its major advantage.
Moreover, because Fanplayr’s personalization functionality is integrated, the insights obtained can be immediately reflected in marketing tactics. In other words, Verada AI connects behavior-data–based prediction and marketing action, offering an AI foundation that balances transparency and responsiveness.
Using Verada AI, Fanplayr has evolved from merely a behavior-analytics tool into a “behavioral intelligence engine.” Rather than just observing and categorizing user behavior, it can read intent, predict next actions, and execute optimal actions instantly. This enables highly accurate personalization -auto-reordering of products, needs-aligned suggestions, etc.- letting brands make data-driven decisions leading to high conversion rates and sustained growth.
Ueda: Worldwide, about 130 companies have adopted Fanplayr. For example, for Samsung, click-through rate increased by 17%, purchase conversion rate up by 3%, and annual ROAS improved up to 2500%. For the Italian cosmetics brand KIKO Milano, combining web push notifications with behavioral analysis optimized the purchase funnel and realized a cart-recovery rate of 3.3%. Meanwhile, a fashion site “Select” used data-driven popups and banners to increase conversion rate by 251% and sales by 124%.
Derek: We envision digital commerce becoming more intuitive and seamless. A world where every touchpoint between brand and consumer is connected naturally, grounded in behavior understanding.
Ueda: Fanplayr and Verada AI provide an environment where businesses can freely leverage their own data. By making complex AI technologies easy to handle, we enable marketers to focus on creativity and strategy. The idea is for AI to remove complexity, enriching the relationship between brands and customers. That’s our vision.
Ueda: The advent of AI-driven purchasing and autonomous agents will significantly change the relationship between companies and customers. But for Japanese consumers, “human-like responses” and “trust relations” remain indispensable. That’s why it is important for companies not to treat AI as a substitute for humans, but as a supportive tool to deepen human understanding and enhance service. Fanplayr and Verada AI are designed as safe and flexible solutions that can respond to this direction.
Derek: Going forward, we intend to grow Fanplayr into a leading behavioral-AI platform. We will expand Verada AI along three axes: “product discovery,” “automation,” and “conversational commerce,” enabling AI to understand context, propose optimal products, and connect with customers through natural conversation. The first launch under these axes will be “Verada AI-TAG,” targeting “product discovery.”
For press inquiries please contact pr@fanplayr.com
