The Algorithm Is the New Customer
As agentic AI reshapes the way products are discovered, recommended, and purchased, marketing is undergoing its most profound transformation in decades, and the ripple effects won’t stop at the top of the funnel. In this session, experts unpack how AI-driven recommendation engines, shopping assistants, and autonomous agents are changing not just how customers buy, but how transactions originate. When algorithms, rather than humans, decide what to buy and where to buy it, the implications extend far beyond brand visibility, touching authorization logic, routing strategies, fraud detection, and even dispute resolution. Participants will see that agentic marketing isn’t a siloed evolution. It’s the beginning of a new commerce architecture that requires collaboration across marketing, payments, and fraud to maintain customer trust and secure revenue.
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