Synthetic Data vs. Real Data Value

In this episode of The New Frontier, Max is joined by Martin Schwartzman, Partner and Global AI Lead at OC&C Strategy Consultants, to unpack how agentic AI is reshaping business models and commerce. The conversation starts with the week’s biggest news around agent commerce protocols from Google and OpenAI, exploring what “agentic commerce” really means for consumers. Martin paints a vivid picture of an AI-powered shopping journey where personal agents understand intent, preferences, size, availability, price, and quality—removing friction and shifting personalization from retailers to the consumer’s own AI.

From there, the discussion dives into the implications for e-commerce platforms, brands, and marketplaces. Martin argues that agentic commerce is more of an evolution than a revolution for e-commerce overall, but one that significantly shifts power from the “shop window” to the decision layer controlled by AI. Winners will be brands and retailers with strong products, consistent availability, differentiated data, and superior end-to-end experiences, while those reliant on gaming search algorithms or paid traffic may lose their edge. The episode also explores how Amazon, Walmart, and Target may be affected, including the knock-on disruption to retailer media, loyalty models, and customer lifetime value in a world where AI intermediates the journey.

The conversation then broadens to other industries under pressure from AI, including publishing, data owners, law, and consulting. Martin shares insights on the emerging “gold rush” for proprietary data, the risks of one-off licensing deals, the rise of synthetic data, and what publishers should consider when selling to AI labs. The episode closes with a thoughtful debate on whether consultants and lawyers are ultimately doomed, or simply forced to reinvent themselves, as AI moves toward weak and eventually full artificial general intelligence. A wide-ranging, practical, and forward-looking discussion on how AI is re-wiring the modern economy.

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