Commerce has always been defined by its ability to adapt. From navigating economic shifts to embracing digital transformation, businesses continue to evolve. Now, a new shift is underway – one that is redefining how companies interact with customers: Agentic AI (AAI).
Unlike traditional AI, which follows pre-set rules and automation, AAI processes natural language, generates actions, and makes autonomous decisions. Instead of being a passive tool, AI now acts as an independent agent capable of shaping commerce experiences in real-time.
This evolution presents an opportunity to rethink how products are built and how businesses engage with customers. AAI isn’t about replacing human decision-making. It’s about expanding what’s possible, delivering personalisation, responsiveness, and efficiency at a level that was previously out of reach.
Here are three ways businesses and CPOs can use AAI to reshape brand engagement.
Moving Beyond Omnichannel to Unified Commerce
Commerce today isn’t defined by online versus offline – it’s about creating a continuous, frictionless journey across every touchpoint. Customers don’t think in channels, and businesses that still operate in silos are already behind.
Zara is a prime example of a retailer that gets this right. Its augmented reality (AR) app lets customers point their smartphones at designated store areas to see virtual models showcasing the latest collections. This blends online browsing habits with the in-store experience, making the transition between digital and physical feel natural instead of forced.
AI is the key to making these transitions seamless. Instead of treating stores and eCommerce as separate entities, intelligent systems sync inventory, recommend in-store pickup based on browsing history, and adjust in-person experiences in real-time. Composability accelerates this transformation, allowing AI agents to collaborate across different business functions to build a unified customer experience.
The shift isn’t about adding technology for the sake of it. It’s about removing friction customers never wanted in the first place. Businesses that make AI feel invisible yet indispensable will redefine what it means to connect with customers.
AAI: Hyper-personalisation That Goes Beyond Recommendations
Most personalisation today is reactive – recommendations based on past purchases, browsing history, or general customer segmentation. AAI moves beyond that, shifting from suggestion to action. It interprets real-time behavioural signals and makes decisions, anticipating customer needs instead of waiting for them to click ‘buy.’
Amazon is already pushing in this direction with AI-powered shopping agents that don’t just suggest products but recognise patterns, predict demand, and even make purchases on behalf of customers. AAI takes this concept further by adding autonomy, allowing commerce systems to adjust to real-world conditions in ways that were previously impossible.
Picture a system that detects when a frequent traveller is about to leave for a trip and automatically arranges for essential items to be delivered or ready for pickup at their destination. Or an AI that notices a lapse in a customer’s routine grocery order and nudges them before they run out of a staple item. This is not just personalisation, it’s a fundamental shift in how businesses interact with customers, turning every touchpoint into a moment of relevance.
The shift from static recommendations to intelligent, autonomous decision-making will define the next era of commerce. Businesses that embrace this will move beyond selling to actively anticipating, adapting, and acting in ways that make interactions effortless and meaningful.
Real-Time Market Adaptability
Commerce moves fast. Traditional methods — manual adjustments, historical forecasting, and reactionary pricing — can’t keep up. Businesses that rely on static models risk falling behind. AAI changes this by making commerce truly adaptive, autonomous, and instantaneous.
When a product suddenly goes viral, brands often struggle to keep up, reacting to surging demand with manual adjustments to inventory, pricing, and marketing. Historically, these processes relied on historical data and human decision-making, taking days or even weeks to implement. With AAI, businesses operate in real-time. AI agents track demand as it happens, recalibrate pricing dynamically, anticipate stockouts before they occur, and adjust promotions based on live feedback loops.
Starbucks is already applying this approach, using AI-driven localisation to refine product offerings based on regional demand, weather conditions, and real-time market signals—without human intervention. This feedback-driven adaptability is becoming the norm, allowing businesses to respond at market speed rather than playing catch-up.
Businesses that treat AI as a strategic partner rather than a reactive tool will gain a lasting competitive edge. The brands that lead won’t just react to market shifts. They’ll predict and act before they happen.
Embracing the Human-Tech Partnership
Commerce has always been about people. AI can analyse data, automate processes, and scale interactions, but it lacks the creativity, intuition, and emotional intelligence that build lasting customer relationships. The brands that succeed won’t replace human insight with automation – they’ll use AI to amplify what humans do best.
AI should handle the repetitive, the routine, and the real-time – freeing humans to focus on strategy, storytelling, and the kind of engagement that builds trust. Apple exemplifies this balance with Apple Intelligence, where AI streamlines efficiency, but human specialists remain at the center of customer interactions.
The businesses that get this right will be the ones that shape the next era of commerce. AAI isn’t just another tool, it’s a force multiplier. The future belongs to those who use it to build smarter systems, deeper connections, and more intuitive experiences that feel not just intelligent but human.
