Marketing to humans and machines

Agentic shopping presents ecommerce marketers with a familiar problem in a new form. The promise is simple enough. AI agents act on behalf of shoppers to search, compare, select, and even purchase products. These agents will use a shopper’s preferences (stated and inferred) rather than browsing products from digital shelves.
McKinsey & Company describes it this way: “Companies have spent decades refining consumer journeys, fine-tuning every click, scroll, and tap. But in the era of agentic commerce, the consumer no longer travels alone. Their digital proxies now navigate the commerce ecosystem.”