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Staying visible, chosen and trusted as agentic commerceexpands and customer relationships change Executive summaryPage 4 Agents with agency:This changes everythingPage 5-7 Digital commerce lookedsettled. It wasn’t New decision-makers,new must-win momentsPage 10-14 Horizontal reach,vertical depth:A new power dynamicPage 15-16 Two strategies for theagentic economy Page 17-23 Page 24-28 The new economics ofagentic commerce Leading brands arealready moving Page 29-30 How Accenturecan helpPage 31 Authors Ndidi Oteh Rajat Agarwal Chief ExecutiveOfficer – Song Lead – Song,Commerce Joshua Bellin Sean Lyons Lead – Song,Strategy, Craft &Transformation Thought LeadershipResearch Lead – Song Executive summary Digital commerce has not lived up to its promise. Consumers feeloverwhelmed by choices and often struggle to find the products andservices that best meet their needs. Brands absorb the cost in lost sales,returns and restocking expenses, and endless spending to reacquirethe same customers. The system is accepted, not loved. AI agents are upending that model, and the impact will be felt in everyindustry and every stage of the purchase journey. Agents can nowcompare features, read the fine print, choose a winner, completea purchase and manage delivery and returns—all autonomously, ona customer's behalf. The long-held understanding of who makes buyingdecisions, and when, and how, is changing fast. Two types of agents have emerged. Horizontal agents, built by leading LLMsand large marketplaces, are general-purpose conversational interfaces thathelp shoppers define what they want, refine preferences through dialogueand compare options across many categories. Vertical agents go deep ina specific category: A travel agent that handles a full itinerary, a groceryagent that restocks the pantry. Both types are growing fast, and both willsit between brands and their customers. That means organizations face strategic choices. Most companies willneed to become thechoice of agents, making their offerings easy formachines to find, evaluate and buy. A smaller number of companies,those with real category authority and proprietary data, may also becomeanagent of choice: The go-to agent that customers and other agents trustand turn to for advice, products and services, again and again. The stakes go beyond technology and customer experiences.Agentic commerce reshapes the unit economics of selling: Lower acquisitioncosts, fewer returns, less fraud, more predictable cash flow. The brandsthat get it right will pull further ahead in their categories with everytransaction. The rest may become invisible—passed over in millisecondsby a machine that has no reason to choose them. Agents withagency:This changeseverything Agentic commerce represents a seismic shiftin how people buy products and services. It has happened before. Physical commercebrought products from around the worldto warehouses and stores near the buyer.Digital commerce changed the game, makingeverything available to everyone, everywhere.Agentic commerce is changing the rulesagain by allowing AI agents to be actors inthe buying cycle. It’s the biggest shift incommerce in the last 20 years, changingwho—and what—selects and buys products,and how and when those transactions happen. Brands now have two audiences in commerce:The person and the agent acting on thatperson’s behalf. It’s a generational reset thatwill redefine which brands grow and whichones disappear from consideration—notbecause customers chose to ignore them,but because an agent did. To understand where this is headed and how fast, Accenture partneredwith Aaru, a pioneer in AI-based behavior modeling, to simulate howagent-mediated commerce will evolve in the next two years. Our studysheds light on the profound change that’s coming, identifies far-rangingimpacts for industries and sectors worldwide (Figure 1) and clarifies thechoices companies need to make to maintain control. One critical and simple truth to keep in mind: Now more than ever,what matters most is what matters to the consumer. Figure 1. Relative industry positioning on estimated net-new demand andexecution risk from AI agents Agent-mediated transactions are projected to shift demand in the next two years,generating net-new global demand for most industries along with new risks inexecution and fulfillment for many sectors. Research snapshot To investigate how agent-mediatedcommerce could evolve acrossindustries over the next 18 to 24months, Accenture’s research teamworked withAaru, a pioneer in usingAI for behavior modeling, to conductan AI simulation of This report combines insightsfrom that study with data fromrecent Accenture consumer andexecutive research to createdeep insights on consumerpreferences, frustrations andevolving expectations acrossglobal markets. 50K synthetic consumersin 24 countries. Digitalcommercelookedsettled.It wasn’t For more than a decade, digital commerce appeared mature.Businesses had