Platform & products
Conversation design
Definition
The deliberate scripting of how a Brand Agent greets, questions, and guides a shopper — tone, fallback behavior, and escalation paths, not just the product answers underneath.
Defined in The Agentic Commerce Glossary.
Where Conversation design comes up
The guides that put this term to work, rather than just defining it.
- For AgenciesHiring an Agentic Commerce Lead: A Role Scorecard
- Agentic CommerceThe First 30 Days After Your Agent Goes Live
- Agentic CommerceBrand Agent Conversation Design: 30 Flows That Convert
- Agentic CommerceBrand Agents vs. Third-Party Chatbots: The Migration Guide
- For AgenciesThe Agency Pitch Deck for Agentic Commerce, Annotated
- Agentic CommerceThe Agentic Commerce Readiness Checklist
Related terms
- Brand Agent
- Shopify's merchant-controlled AI shopping assistant, shipped in the Spring '26 edition on June 17, 2026, currently available to Shopify Plus merchants only.
- Agentic commerce
- Commerce transactions initiated, researched, or completed with an AI agent acting on the shopper's behalf, rather than a human clicking through a storefront unassisted.
- Conversation flow
- A named pattern of shopper intent — e.g. 'compare two products on a specific attribute' — paired with the reasoning logic and catalog data the Brand Agent needs to answer any phrasing of that intent well, not a single scripted exchange.
- Launch drift
- The gradual mismatch between an agent's configuration and reality that sets in when nobody actively tunes it after go-live — catalog changes go unreflected, new question patterns go unanswered, and the agent that was accurate on day one becomes gradually less accurate with each week of neglect.
- Confidence threshold
- The internal setting that decides whether a Brand Agent answers directly or escalates to a human. Set too low, it guesses too often; set too high, it escalates so much the feature stops saving anyone time.
- Prose-trapped fact
- A true, useful product fact that exists only inside a marketing description rather than as a structured field — readable by a shopper, invisible to an agent's filtering logic.
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