Podcast | Agentic Commerce: From Search to Conversations   

About This Podcast

Now available on demand, this LinkedIn Live session hosted by The FMCG Guys and featuring experts from NIQ  and  L’Oréal  — dives deep into one of the most transformative shifts shaping digital commerce today: Agentic Commerce.  

From the evolution of AI in shopping to the implications for brands, retailers, and consumers, this conversation explores how commerce is moving from search-based interactions to trusted, AI-driven conversations.  

The experts unpack the real meaning of agentic commerce, the layers of AI  assisted  journeys, organizational readiness, the role of digital shelf, and how brands must adapt to stay visible and recommended in an AI mediated world. 

What You’ll Learn

Understanding Agentic Commerce

• The three layers of AI in commerce:  
  AI Assisted, AI Mediated, and Agentic  
• How consumer behaviour is shifting from active searching to delegating decisions  
• Why trust is becoming the new currency of commerce  

The Strategic Impact on Brands & Retailers  

• How agentic commerce changes marketing, content, UX, and product discoverability  
• The risk of AI-driven invisibility if content and data are inconsistent  
• The collapse of the traditional funnel into a fluid, conversational journey  

The New Rules of Digital Shelf Excellence  

• Why digital shelf is now part of the upper funnel  
• How LLMs assess products across PDPs, brand sites, forums, UGC & more  
• The importance of structured, coherent, machine-readable content everywhere  

Retail Media in an AI First World   

• Why retail media isn’t disappearing — but must evolve  
• The shift from paid clicks to paid  recommendations within conversations  
• Contextual influence vs. intrusive advertising in conversational interfaces   

Data Foundations & Organizational Readiness  

• The critical role of unified, structured, real-time data  
• Why breaking silos across marketing, ecommerce, IT & product teams is essential  
• How brands can prepare for AI-driven decision layers and recommendation logic    

Emerging KPIs for the Agentic Era  

• From Share of Shelf & Share of Search → to Share of Conversation  
• How to improve the share of recommendations and measure AI influence  
• The future importance of  Share of Trust