AI-powered commerce

Retailers are integrating with AI platforms like Google Gemini and Microsoft Copilot, allowing purchases within conversational interfaces. While this offers new customer engagement channels, it raises concerns about data control and brand loyalty erosion. Retailers risk becoming mere fulfillment centers as AI agents manage the entire shopping journey, shifting power to platforms that control customer relationships. This AI-driven shift mirrors the internet’s transformative impact on retail.

Interpublic Group (IPG) launched Agentic Systems for Commerce (ASC), an AI-powered platform optimizing brand performance across digital sales. ASC leverages data from Intelligence Node to provide insights into consumer behavior, monitoring SKU-level data like searches, shelf position, pricing, and inventory. Led by Dr. Jeriad Zoghby and supported by Yaniv Sarig, ASC has shown double-digit improvements in impressions and sales among early adopters. This strategic move signifies IPG’s expansion into AI-driven commerce solutions, aiming for higher-margin opportunities beyond traditional marketing services.