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AI agents are quickly becoming the most influential shoppers in retail, and they're rewriting how brands get discovered.
Three distinct models drive this shift, and they often get grouped together under the label of agentic commerce. In agentic commerce, consumers own the AI agents that search, compare and buy on their behalf. In conversational commerce, shoppers discover products through LLM-powered chat interfaces and answer engines. In AI-enabled commerce, brands use AI to improve their own workflows and create better owned experiences. Each model shifts control between buyer and brand in a different way, and each demands its own strategy.
Most commerce infrastructure was designed for human shoppers. AI agents judge brands by the product information they can access. A brand's discoverability now depends on how well that information is organised, governed and made readable to machines.
A potential future is emerging where the next generation of shoppers never sleeps, never browses and never sees your storefront. As AI agents start making choices for your customers, will your brand be one they find and trust?
Join WPP and Adobe for an invitation-only executive roundtable at Rosewood London, featuring Heather Hershey of IDC. Heather will define the three models of AI-driven commerce and explain how each one affects ROI. The discussion will then turn to practical questions about what needs to change across commerce operations and where leaders should focus first.
Expect a practical discussion on how agentic, conversational and AI-enabled commerce are reshaping the customer journey. We'll explore how each model shifts control between buyer and brand, what that means for visibility and ROI, and how organisations can prepare for a future where AI increasingly influences product discovery and purchase decisions.
We'll unpack the signals AI relies on when evaluating brands, from product data and content to reviews and creative assets, and discuss the operational changes needed to improve discoverability, build trust and drive commercial impact in an AI-driven marketplace.
6:45 – 6:50PM
Introduction
Location
When AI Agents Choose the Brand
Understanding and Acting on the New Rules of AI-Driven Commerce
Tuesday 3rd November 2026 | 6:00 - 9:00PM onwards
Rosewood London
6:50 – 7:30PM
Keynote with Heather Hershey, Senior Research Director, Digital Commerce and Agentic Commerce Strategies at IDC
HEAR FROM
More expert voices to be announced.
