Agentic commerce: Designing for a world where AI decides first

Commerce is undergoing a structural shift. As AI agents take on the role of discovery, comparison and recommendation, visibility is becoming a question of how well products and brands are understood by AI. In this session, Erik Wikander, CEO of Wilgot, explores the rise of agentic commerce and what it means to operate with an AI first mindset in a world where the first customer is no longer human. Together with Ted Bergner of The Mountain Studio and Douglas Holm of Myrqvist, the session explores how brands are rethinking product data, storytelling and relevance as AI agents increasingly influence purchase decisions. Looking beyond channels and tactics, the session frames agentic commerce as a new operating context for brands, and asks a fundamental question: what does it take to win when AI becomes the primary interface between brands and consumers?