AI is changing how consumers discover, evaluate and buy products. While conferences are full of predictions about Agentic Commerce, few are explaining what it actually means for food brands and retailers, or what they should do about it today. This article explores how AI-powered shopping will reshape brand choice and the practical steps organisations can take today to remain recommendable, discoverable and shoppable in an agent-driven future.

Entertainment has become one of the world's most influential shopping channels. When viewers discover products they love, they increasingly expect to buy them instantly rather than search for them later. This case study examines how NBCUniversal used Northfork's commerce infrastructure to connect Love Island with Walmart and Megan Thee Stallion's Hot Girl Swim collection, turning audience inspiration into a frictionless, measurable shopping experience.

Amazon isn’t just adding ads to TV. They’re turning TV into a clickable, measurable, shoppable surface.