AI Is Ready to Shop. Is Commerce Ready for AI?

Agentic commerce promises to transform how people discover, compare and buy products. But even the most capable AI cannot make reliable purchasing decisions without accurate product information, current prices and a clear understanding of consumer intent. In this keynote, idealo CEO Jovan Protić explores what AI will change and what it will make more valuable: trusted commerce data, independent market signals and measurable outcomes.

Drawing on idealo’s evolution from a price comparison platform into a broader commerce partner, he will show how AI-ready data, decision-focused advertising and market intelligence can help brands and retailers understand demand, improve commercial decisions and compete in a rapidly changing market. This is not a distant vision of 2030. It is a perspective on the foundations that commerce needs now.