How AI is Transforming Global Commerce

As AI starts to reshape how people discover, evaluate, and purchase products, commerce is moving beyond traditional websites and apps. Consumers are increasingly interacting with AI assistants, conversational interfaces, and automated buying journeys that change how transactions are initiated, authenticated, and completed. But while the industry rushes toward “agentic commerce”, much of the underlying infrastructure still relies on assumptions built for human-driven browsing and static checkout flows. In this session, we will explore how AI is transforming global commerce and why existing internet and payment models are struggling to keep up. We’ll discuss the shift from crawling to protocols, the emerging battle between closed and open AI ecosystems, and why many early experiments in conversational commerce failed to scale. From Google’s search-driven commerce model to Anthropic’s protocol-based approach, the conversation will examine how merchants, payment providers, and platforms are rethinking discovery, trust, identity, and transaction orchestration in an AI-native world. The session will touch on real-world experiments, protocol evolution, AI-driven transaction flows, and what the next generation of commerce infrastructure may look like globally.

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