The uncomfortable truths of the agentic commerce era

Last month OpenAI said it will start testing ads in ChatGPT. Within the hour, we had clients reaching out for our POV. And we love that: our clients are invested in optimizing every AI advancement, and we get excited about this stuff. But in the AI commerce world, there’s often a chasm between “announced” and “available.” In that in-between space, agencies pitch one thing, vendors promise another, and a whole lot of smoke-and-mirrors compete for your attention (and money). Meanwhile, there’s a black box of information from the actual AI platform.