NIQ and Similarweb to build AI commerce measurement tool

NIQ (NYSE: NIQ) and Similarweb (NYSE: SMWB) announced a collaboration to develop a measurement solution aimed at helping brands, retailers and technology platforms track how artificial intelligence influences product discovery, traffic and sales conversion.

According to a press release, an initial version of the solution is expected to be available in the fourth quarter of 2026, starting with a limited set of product categories and markets before expanding further.

The planned solution will focus on five areas: consumer intent, agentic shelf visibility, product content readiness, AI-driven traffic and AI-driven conversion. It is expected to cover AI platforms including ChatGPT, Gemini, Google AI Mode, Perplexity and Claude.

NIQ will contribute product intelligence, consumer behavior data and retail sales measurement, while Similarweb will provide digital data covering consumer behavior inside generative AI platforms and along the path to purchase.

"AI is becoming a new commerce channel, and NIQ intends to make it measurable," said Troy Treangen, Chief AI and Product Officer at NIQ. "Our clients want to know where AI is already influencing their business, how quickly that influence is growing and what they should do about it."

"Similarweb provides the foundational digital signals that reveal what happens across the entire AI-driven consumer journey," said Susan Dunn, Chief Revenue Officer at Similarweb. "Combined with NIQ's product and sales intelligence, those signals can give brands and retailers a clearer view of how AI-driven discovery translates into commercial outcomes."

NIQ noted that new infrastructure, including Google's Universal Commerce Protocol and OpenAI's Agentic Commerce Protocol, is enabling consumers to complete purchases within a single AI experience, from discovery through recommendation to transaction.

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