沃尔玛推出新功能支持 AI 智能体代购，顾客可设审批与限额
Walmart Embraces AI Agents That Shop on Behalf of Customers
- 1沃尔玛推出新功能支持智能体购物，开通专用门户让 AI 智能体接入其电商平台替顾客下单
- 2沃尔玛同时上线消费控制功能，顾客可设置购买审批和支出限额，管理 AI 智能体的代购行为
- 3沃尔玛将在一个月内推出 Agent Profiles，顾客可为每个 AI 智能体授权专属档案，分开查看其购买记录
- 4沃尔玛开放之际，正值 Amazon 一个月前屏蔽 Meta 的 Muse AI 助手同类代购功能
沃尔玛在为智能体代购建立带授权和限额的正式入口，把 AI 代购纳入平台规则，而不是放任不管。
- 影响：智能体代购获得头部零售平台的官方入口，商品触达和成交多了一条不经人工浏览的路径；顾客授权、审批和限额机制可能成为行业默认做法，商家需要按新规则设计销售触点。
- 参考：可考虑检查自家商品页面和结算流程能否被智能体顺畅读取与完成下单；值得在沃尔玛渠道留意 Agent Profiles 的上线节奏，先算出经由智能体的订单占比再定适配投入。
- 依据：信息来自沃尔玛公布的举措，由 Adweek 记者转述，属官方口径，暂无独立验证；Amazon 屏蔽 Meta Muse 助手一事亦为该报道转述。
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Walmart is opening the door to agents that shop on customers’ behalf, a month after Amazon blocked Meta’s Muse AI assistant from doing the same.
The retailer is making it easier for agents to connect with its ecommerce platform via a dedicated portal. Walmart is also launching a feature for consumers to control how AI agents shop for them, including purchase approvals and spending limits.
Within the next month, Walmart will launch Agent Profiles, where shoppers can authorize each AI agent they use with a dedicated profile within their account, allowing them to see their agent’s purchases separately from their own.
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Mitchell Parton
Mitchell Parton is ADWEEK's senior commerce reporter, covering retail media as well as the rise of agentic and social commerce. Before joining ADWEEK in 2026, he was a reporter at Digiday Media's Modern Retail and before that wrote for several regional publications in Texas.
来源：Adweek · adweek.com