Why Agentic Commerce Will Change Everything (w/ Alicia Chaffee)

Описание: Brands now face a critical challenge - they must "code their vibe" so AI agents can understand and recommend their products. Alicia Chaffee, Head of Strategy at Dôen, breaks down how retailers are navigating agentic commerce and what it really takes to succeed in this new landscape.

While everyone talks about agentic commerce, most retailers are still figuring out what it actually means. The reality is brands need to translate everything that makes customers feel connected - from website energy to product personality - into data tags that AI can process. This feels clinical compared to the emotional brand experiences retailers want to create.

The shift from traditional search to agent-powered discovery changes everything. Instead of optimizing for Google keywords, brands must ensure their unique differentiators are clearly defined and accessible to AI systems. The companies that can articulate what makes them special offline will have the easiest time translating that into the digital agentic world.

Unified commerce becomes essential as retailers prepare for agent interactions. Unlike omnichannel, which focuses on consistent customer experiences across channels, unified commerce pools all data and inventory into one system. This eliminates silos between online and brick-and-mortar operations, creating a single source of truth that AI agents need to function effectively.

The conversation also covers how AI can transform internal operations beyond customer-facing applications. From demand forecasting to dynamic pricing, AI enables more precise, predictive decision-making rather than reactive responses. The key is connecting data insights directly to the people who can take action and test new approaches.

Key topics covered:
[00:00] Intro
[04:42] Retailers embrace AI but lack readiness
[08:51] Coding brand vibes for AI discovery
[11:28] Brand loyalty changes agent shopping behavior
[16:22] Unified commerce versus omni channel strategy
[18:01] Inventory accuracy challenges for AI agents
[20:39] Brand differentiation beats keyword stuffing
[23:29] AI optimism over workforce replacement fears
[25:05] Forward looking metrics beat hindsight analysis
[27:17] Breaking silos between data and decisions
[28:42] Test brand uniqueness with AI assistants

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