NielsenIQ announced the launch of NIQ Commerce Lab, where the company is building the technology infrastructure for AI-driven commerce. The Lab will develop the data platforms, APIs, and measurement systems that power how products are discovered, evaluated, and purchased in AI-mediated environments.

This includes what the industry often refers to as agentic commerce, but extends across quick commerce, social commerce, and other emerging channels—where AI is becoming the common layer shaping how consumers navigate choices and how decisions are made in real time.

AI systems are rapidly moving from supporting decisions to making them—playing an increasingly central role in how commerce operates. Their effectiveness depends on the intelligence behind them.

NIQ ensures that the intelligence behind these systems is accurate, complete, and grounded in real-world behaviour reflecting how consumers actually buy, what products are really available, and how markets operate.

Across the industry, however, the data and measurement required to support this shift remain incomplete. Product data is inconsistent, real-world purchasing behaviour is fragmented, availability signals are unreliable, and measurement lacks objectivity. These gaps limit the accuracy, trust, and scalability of AI-driven commerce—and can determine whether products are represented, recommended, or overlooked entirely.

The NIQ Commerce Lab will advance a core pillar of NIQ’s AI strategy: Commerce Intelligence.

Commerce Intelligence is NIQ’s approach to bringing together the full range of signals that shape the market—product, consumer, and retailer data—into a unified system that can understand complex dynamics and power AI-driven decisions that were previously out of reach.

“NIQ has built the data infrastructure for how commerce actually works,” said Jim Peck, Chairman and CEO of NIQ. “Enabled by AI, we are making a fundamental shift—from measurement and analytics to reading signals in real time and acting on them with confidence. Commerce Intelligence is how we will deliver the intelligence layer the market will depend on, today and in the future.”