For eCommerce leaders, brand and retail teams, and marketers that want to understand who really owns the customer once AI agents start doing the buying, and how to stay in control of it.

Agentic commerce is shifting purchase decisions from people to autonomous systems faster than the rules can keep up, stacking bots, ads, and AI optimisation on top of an already contested brand-retailer-consumer relationship. This session cuts past the hype to show where human judgment still has to set the rules, why opt-in has to beat opt-out, and how brands and retailers can adopt agentic commerce in a way customers will actually trust, so you grow value instead of just defending margin.

What you can expect to take away: 
- a clear view of who actually owns the customer relationship once agents, marketplaces, and ad-funded AI recommendations sit between brand and buyer, and why nothing an agent surfaces can be trusted at face value
- a practical model for human-centric agentic commerce, where humans set the rules and the sandbox, opt-in beats opt-out, and friction is added deliberately where it protects the customer
- a board-level case that going human-centric grows value rather than leaving money on the table, by reinvesting AI savings into customer experience instead of just defending margin.

Level it's for: Head of, Director, and Executive.