Agentic Commerce: The New Competitive Frontier The Agentic Commerce Shift - Rewriting the Rules of Brand Preference

European consumers are rapidly embracing AI-powered shopping, with Deloitte finding that 56% of European consumers have already used AI to shop, crossing that 50% adoption mark in just 18 months, compared to roughly five years for e-commerce and ten years for smartphones.

McKinsey estimates that agentic commerce could orchestrate $3 trillion to $5 trillion in global commerce by 2030. For Retail and Consumer Goods leaders, this represents a fundamental shift in how customers discover products and decide what to buy.

Brands and retailers have spent years building flagship stores, curated online experiences, personalized merchandising strategies, and hard-won brand equity. But AI agents shopping on behalf of consumers don't experience these the way consumers do. Instead, they evaluate structured signals such as availability, pricing, ratings, fulfillment speed, transactional trust and sustainability credentials. The preferred brand may no longer be the one with the best storefront. It may be the one AI agents can most effectively understand, trust, and recommend.

For enterprise leaders, the challenge is no longer whether AI will influence commerce - it's how to ensure AI continues to choose their brand.

Joining the conversation, Dr Rui Pedro Silva, SVP Direct-to-Consumer Technology at PUMA Group, will share a practical, first-hand account of preparing a global brand for agentic commerce - what success looks like, the lessons learned, the pitfalls to avoid, and the moves that matter most.