When agents become the customer

Our discussion will explore how retail, travel and marketplace leaders must adapt as commerce shifts from human browsing to delegated, autonomous buying.

When an AI agent sits directly between you and your customer, how do customer relationships change?

We explore how delegating discovery and purchase decisions reshapes channel strategy, brand loyalty, and customer insight. We examine what merchants must build to stay visible and trusted when algorithms prioritize price and convenience over traditional brand equity.

AI buying journeys frequently break at checkout because existing stacks are built strictly for human clicks.

We examine how AI agents will initiate, authorize and complete transactions. We look at the mechanics of delegated payment authority, emerging standards like the Universal Commerce Protocol (UCP) and how to prevent ecosystem fragmentation.

Who takes responsibility when an autonomous buying decision goes wrong?

We address the core capabilities needed for agent identity, authentication, policy controls, and fraud prevention. We dive into the liability models required to resolve disputes when agents make mistakes or act outside customer mandates.

How do organizations move from isolated AI experiments to secure, revenue-generating core systems?

We will reference an autonomous shopper experience, discuss the foundational capabilities, machine-readable architectures and immediate use cases needed to prepare your checkout and payment stacks for machine-driven commerce.

This raises new questions around payment authorisation, identity, risk controls and how organisations maintain trust and control in agent-mediated transactions.