The Agentic Gap: What Brands Need Before AI Can Orchestrate Commerce Media

Many marketing and commerce teams are still focused on integrating AI into existing processes. Yet the real transformation goes far beyond content creation, reporting or campaign optimization. AI is increasingly changing how consumers discover, compare and buy products – while also reshaping how brands plan, activate, measure and govern marketing activities.

This Masterclass explores what that shift means for organizations. The key question is no longer where AI can be deployed, but where it fundamentally changes customer journeys, decision-making and competitive dynamics.

The session shows where human judgment remains essential, where autonomous systems create new opportunities and how organizations can build operating models that enable both to work together responsibly. Participants will gain practical orientation for navigating the next phase of AI-driven marketing and commerce.