Ron Johnson, 66, who helped design Apple’s retail network in the early 2000s, says he remains skeptical that artificial intelligence will fully take over shopping, especially for expensive items. He told TechCrunch that while AI can improve the online shopping experience, it is unlikely to change the fundamental way people buy products.

Johnson’s comments come as major tech firms such as Google and OpenAI are pushing AI agents deeper into commerce. Google is developing a Universal Commerce Protocol to let AI agents guide users from product discovery to checkout, and OpenAI is integrating shopping features into ChatGPT so users can research and purchase items without leaving the chatbot.

When asked whether consumers would ever let an AI choose and buy a $1,000 or $2,000 laptop without visiting a store or website, Johnson answered unequivocally: “Honestly, nobody’s going to do that.” He argued that purchases of that magnitude involve personal preferences — weight, screen quality, size — that are difficult to assess remotely. “AI will never be able to have you physically experience a product,” he said. Instead, he expects AI to help shoppers become more informed before they go to a physical store.

Johnson’s perspective reflects Apple’s original retail philosophy, which emphasized hands‑on product trials, learning how to use devices, and returning for assistance. He noted that Apple Stores were created not just as sales points but as places where customers could try products, receive help, and interact with knowledgeable staff.

Apple Store employees are not paid on commission, unlike many retailers, a design choice intended to remove sales pressure and focus on customer needs. Johnson described this approach as the “secret sauce” of Apple’s retail success, a model that competitors have tried to copy but often missed the human element.

After leaving Apple, Johnson became CEO of J.C. Penney in 2011, attempting to reinvent the department store with a startup mindset. The effort failed, and he was ousted two years later after sales dropped. He later founded Enjoy Technology, an e‑commerce and home‑setup service that filed for bankruptcy in 2022 and sold most of its assets to Asurion.

Despite his doubts about AI’s role in high‑value purchases, Johnson remains an “AI optimist,” believing the technology will augment rather than replace human judgment. He recalled Steve Jobs’ belief in gathering smart people to debate problems and find new ways of looking at them, suggesting that Jobs would have embraced AI as a tool, not a substitute for intuition.

Johnson’s view underscores a broader debate in the retail industry about the limits of automation. While AI may streamline certain aspects of shopping, many consumers still value the tactile and relational experiences that physical stores provide, especially for significant purchases.