Agentic commerce is reshaping how products are discovered, evaluated, and selected. As AI agents play a growing role in purchase decisions, brands must learn how to influence both machine recommendations and human preferences.

Gone are the days when brands had only one audience to win over: the customer. These days, customers may not even be in the crowd.

AI shopping agents are becoming a new audience to attract, as they’re more often doing the searching, comparing, and shortlisting on the customer’s behalf. These agents evaluate products very differently from the people they represent.

What AI agents recommend to consumers depends on how visible and understandable your product information is to AI and how well it matches a customer’s needs and preferences.

So, should we now turn all our attention to pleasing just AI agents?

Customers may play a smaller role in search and discovery, but they can still choose to override an AI’s suggestion, so they shouldn’t be ignored or forgotten.

This creates a new challenge for brands and retailers. How do you earn a place inside the agent’s logic while maintaining a place in the customer’s mind? And when does it make sense to favor one a little more than the other?

Discover:

  • How to recognize whether your product is prone to high or low AI delegation
  • How the specific combination of brand, product, shopper, occasion, and purchase mission influence the likelihood of a customer overriding an AI recommendation
  • Our three-point checklist for earning AI visibility while maintaining human appeal in an agentic commerce environment
  • How to measure brand and business performance within agentic commerce

Prepare your brand for agentic commerce

Download our latest PoV to learn how consumer products and retail organizations can develop a category-specific agentic commerce strategy, improve AI visibility, and strengthen customer preference.