Unpacking the Digital Shelf The Path to Agentic Commerce Readiness, with Natalija Pavic, Product Marketing Leader at KIBO Commerce
Nov 3, 2025
Join Natalija Pavic, Product Marketing Leader at KIBO Commerce and an expert in AI for commerce, as she dives into the transformative world of agentic AI. She argues that the real threat lies in doing nothing, emphasizing the potential of agentic commerce to revolutionize retail. Explore the critical shift from SEO to Agentic Engine Optimization, the importance of shopper agents, and how brands can effectively adapt amidst evolving digital landscapes. Her insights are both practical and forward-thinking, urging brands to embrace change to thrive.
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Agentic Commerce Defined
- Agentic commerce combines autonomous agents with generative AI to execute tasks and understand intent for commerce use cases.
- Examples include merchandising agents that generate product descriptions and act on behalf of customers or companies.
Agents Will Talk To Agents
- Agentic commerce includes shopper agents and agent-to-agent (A2A) interactions, expanding beyond single-user conversations.
- Agents already crawl websites (e.g., ChatGPT, Gemini) so sites must be optimized for agent discovery.
Generative Models Threaten Personalization
- Agentic interactions favor generative models over predictive personalization, shifting how recommendations are delivered.
- This threatens existing personalization engines that currently own the customer's pane of glass.