Agentic AI is beginning to reshape how products are discovered, evaluated, and purchased—shifting decision-making from human shoppers to autonomous systems acting on their behalf. In this session, leading perspectives from research and brand marketing unpack how this changes the mechanics of commerce: from search and shelf to media investment and measurement.

Drawing on emerging research and real-world brand experience, the conversation will explore how agent-driven shopping reconfigures visibility, control, and competition—forcing marketers to rethink everything from content strategy to performance signals.

Expect a sharp, moderated discussion that moves beyond theory to implications: what changes now, what breaks next, and where brands should focus as agentic commerce takes hold.