""I do think [agentic] changes everything," says LiveRamp CEO Scott Howe on this week's episode of AdExchanger Talks. "But I'm not a big subscriber of, 'Hey, we're all going to buy agentically.'""
"Instead, Howe anticipates a gradual shift, with consumers using AI to inform their decision-making rather than trusting agents to make purchases on their behalf without supervision."
"But even if most shoppers won't be surrendering their wallets to autonomous agents anytime soon, AI's influence on the shopping experience is showing up in other ways - like the growing presence of ads in search chatbots."
"Perplexity, after seeming to retreat from advertising - or, at least, put its ad ambitions on ice - is preparing to launch an alpha this quarter that will test combining its behavior data with CRM data from advertisers to provide more useful answers."
AI is reshaping the commerce experience by supplementing, rather than replacing, consumer decision-making. Many shoppers are expected to use AI for guidance instead of handing over purchases to autonomous agents. Search chatbots are becoming vectors for advertising as platforms test integrating ads. Perplexity plans an alpha that combines behavior data with advertisers' CRM data to deliver more useful answers, partnered with LiveRamp. Relevant and contextual chatbot responses can improve user experience without feeling intrusive. Advertisers are advised to focus on high-impact moments, such as customer service pain points, where AI can measurably improve outcomes.
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