From Search Algorithms to Shopping Agents: Agentic Commerce and the Next Layer of the Digital Shelf

AI is reshaping how shoppers discover and evaluate products online. Brands feel intense pressure to “optimize for AI,” yet many quickly realize the real challenge goes beyond visibility—it’s whether they have the tools, data, people and processes needed to drive measurable impact.

In this on-demand session, Luke Higgins, Director of Global Strategic Consulting at Profitero+, explored how brands can prepare for the rise of agentic commerce, where AI driven algorithms increasingly influence product discovery and recommendation. Drawing on his advisory work with leading brands at Profitero+, Luke shared why strong digital shelf fundamentals remain the foundation for AI readiness—and introduced Agentic Commerce Readiness, a framework for building a cross functional, data-driven, AI-aligned commerce operating model.

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