Agentic Commerce: What It Is and How to Navigate the Shift скачать в хорошем качестве

Agentic Commerce: What It Is and How to Navigate the Shift

Welcome to Session 6 of the 2026 AMZ & RM Summit! In this deep-dive presentation, Simon Poulton, EVP of Innovation & Growth at Tinuiti, explores the cutting-edge world of Agentic Commerce and how autonomous AI agents are reshaping the future of retail media and online shopping. As AI assistants like ChatGPT, Gemini, and Claude become more integrated into our daily lives, the way consumers discover, compare, and purchase products is fundamentally changing. Simon breaks down the technical protocols (UCP & ACP) that power these transactions, the emergence of agentic browsing, and the "Bull vs. Bear" case for mainstream adoption. 🔍 Key Topics Covered: The Rise of Gen Alpha: Why the next generation of shoppers will prefer agentic over traditional commerce. Agentic Commerce Protocols: A detailed look at Google’s Universal Commerce Protocol (UCP) vs. OpenAI’s Agentic Commerce Protocol (ACP). Novel Consumer Behaviors: How comparison shopping and conditional transactions are evolving through AI. The Challenges Ahead: Understanding the potential for retail media network (RMN) disintermediation and the pushback from platforms like Amazon and eBay. Chapters: 00:00 - Introduction to Day 2 of AMZ & RM Summit 01:15 - Today's Agenda: Agentic Commerce, Retail Media, and More 02:40 - About Tinuiti: Full-Funnel Marketing for Digital Brands 03:15 - Simon Poulton: The Future of Agentic Commerce 04:05 - Poll: Have you made an agentic transaction yet? 05:10 - A Retrospective: The Origins of Agentic Commerce (2024-2026) 06:05 - Gen Alpha: The Agentic Commerce Generation 07:15 - Real-World Example: Making a Transaction within ChatGPT 08:35 - The Agentic Commerce Spectrum: From Search to Transaction 10:05 - Insights from Tinuiti’s 2026 AI Trends Study 11:48 - Agentic Commerce Today: Product Discovery and Comparison 13:38 - UCP vs. ACP: A Tale of Two Technical Protocols 15:00 - Novel Consumer Behaviors Enabled by AI Agents 16:25 - Conditional Transactions and Autonomous Negotiation 18:02 - Agentic Transactions: C2M vs. M2M Fulfillment 19:04 - Google’s Native LLM inside the Search Results Page (SERP) 20:20 - Beyond the Protocols: Agentic Browsing & Enablement 21:15 - What about Rufus and Sparky? Amazon’s AI Strategy 21:58 - Inside Rufus: Understanding Amazon’s COSMO Whitepaper 23:10 - Threats and Challenges: Disintermediation of Retail Media 24:45 - The Bull & Bear Case for Agentic Commerce Adoption 26:40 - Final Key Takeaways and Q&A