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How ‘Agentic Commerce’ is Changing the Future of Consumer Behavior and Advertising Transactions
Source: https://www.advertimes.com/20260731/article551586/
Goal: To enhance consumer shopping experiences through AI-driven recommendations
Claim: Transforming consumer behavior and advertising transactions
Media: Mobile, TV, and online platforms
Summary: InMobi Japan's Ryosuke Izumi discusses the rise of 'Agentic Commerce,' a concept developed in collaboration with Glance, that integrates customer data and advertising through a sophisticated AI system. This system aims to enhance consumer shopping experiences by creating a 'digital twin' of users to provide personalized purchasing recommendations. Notably, Fossil's use of Glance CTV in marketing showcased significant increases in ad recall and brand awareness. The article highlights three shifts in the market affecting brands, including the transition from search-driven to AI-driven purchasing behaviors, evolution in programmatic advertising, and the need for unified multi-screen customer experiences.