Morgan Stanley warns that investors may be underestimating the impact that artificial intelligence will have on the e-commerce and food delivery sectors, as advanced language models begin to directly manage product searches and orders. A recent example is Instacart, which has become the first supermarket chain to allow purchases through ChatGPT, a feature that will be implemented in the coming weeks. According to Morgan Stanley, such innovations could accelerate the debate on whether consumers really need to continue using traditional retail apps. While the discussion around "agent AI" has been extensive in the classifieds space, the bank notes that similar risks on e-commerce platforms like Allegro, HelloFresh, Ocado, Zalando, and delivery services like Delivery Hero, Talabat, Prosus, and Jahez have received less attention. The main threat is that AI could divert traffic, increase price transparency, and weaken user loyalty to current platforms. Analysts highlight that concerns about AI are already influencing stock recommendations. For example, MONY was recently downgraded partly because AI could affect the profitability of comparison sites. HelloFresh, which was already facing a downgrade due to increasing competition, could also be impacted if AI changes how users plan their meals and purchase ingredients. In the case of food delivery companies, AI agents could handle selecting restaurants, comparing prices, and placing orders, which could reduce commissions and shift power to AI platforms. Analysts emphasize that several major operators have yet to undergo such deep discussions about these risks. Morgan Stanley expects mentions and strategies related to AI to increase until 2026, as companies seek to demonstrate how they will avoid being displaced by these new technologies. "This type of news will accelerate the debate on the measures companies are taking to prepare," the analysts conclude. Source: es.investing.com