If you’ve been watching the rapid rise of AI-driven shopping agents, you know the pace is stunning. But what does it  really  mean for brands and retailers? That was the focus of  Agentic Commerce Now, a new webinar featuring experts from across Publicis Commerce — Jason Goldberg, Kandi Arrington, Julia Miller, and Mike Black — hosted by Peter Breen.  

A New Era of Discovery 

Jason opened by tracing the evolution of discovery — from store shelves, to online search, to social — with a new chapter now emerging: agentic. Consumers aren’t digging through dozens of pages anymore. They’re simply asking: 

• “Find me something good for…” 

• “What should I bring to…” 

• “Give me three options under…” 

 And they’re doing this billions of times a year.  

Jason’s message was clear: the shift is happening faster than any of us expected. Brands that adapt will thrive; brands that don’t may end up as the next case study in missed transformation.  

Strategy in an Agent-Led World 

Kandi stepped in to explain how this new form of discovery reshapes everything downstream — fulfillment patterns, competitiveness across retailers, and even which SKUs win.  Agents effortlessly choreograph entire missions (gifting, parties, restocks), redistributing value across retailers in ways shoppers may never notice. And where agents lead, shoppers follow. 

Her takeaway: brands need an agentic lens for decisions around assortment, variants, distribution, retail partners, and MOR strategy.  

How Brands Actually Win 

Julia broke down how visibility works when agents — not people — are choosing what to show.  Yes, GEO matters for getting surfaced. But visibility alone isn’t enough. Agents also need: 

• trustworthy product data 

• consistent content 

• reliable fulfillment signals 

• low return rates 

• clean reviews 

• structured catalog information 

Brands must inspire and be structurally sound. In other words, the product card becomes the new buy box. 

She also introduced an idea we call — Agentic Commerce Management. This is our umbrella idea for how brands navigate the new agentic landscape — bigger than search, bigger than GEO, bigger than any single interaction. It’s the connective tissue for an entire commerce ecosystem now being reshaped by agents, prompts, and automated decisioning. 

Bringing It All to Life 

To close, Mike demoed an early look at an agentic dashboard — a vision of how brands will understand and optimize performance in this new commerce reality. The demo showed referral traffic from AI platforms, product visibility by agent, competitive comparisons, catalog health indicators, and even LLM-powered tools for instant content updates.  

It dazzled, but more importantly, it grounded the big ideas in a practical, future-ready system — giving brands a glimpse of what Agentic Commerce Management will look like in action. 

Watch the Webinar  

If you missed it, the full session is now live!  

(This TL;DR will give you the flavor, but we highly recommend all four courses). It’s packed with insights, examples, and a realistic vision of what’s coming next. 

After you watch the webinar and have questions for us, please reach out. We’d love to help you prepare for what’s ahead!