The panel defines agentic commerce as AI-driven, end-to-end transactions without human intervention. While it currently represents a tiny fraction of total commerce (<10 bps), its volume is growing exponentially, forcing merchants and financial institutions to take it seriously.
Speakers agree that consumer and merchant trust, rather than technological capability, is the main barrier to adoption. This is driven by substantially higher fraud rates in early agentic systems and ambiguity over who bears the liability for fraudulent transactions—the consumer, the merchant, or the AI model provider.
Many merchants are unintentionally blocking AI agents with existing bot detection software, making their products invisible to this new discovery channel. Businesses must adapt their tech stacks to be discoverable and accessible to AI agents or risk being left behind.
Agentic commerce will fundamentally change how products are discovered, moving away from visual, SEO-driven search to more logical, data-rich queries by AI. Agents can process vast amounts of information to make optimized, personalized decisions, disrupting the current advertising and marketing ecosystem.
Keep pulling the thread on Jason Lee.