One of the AI concepts currently reshaping the digital marketing industry is agentic commerce. It’s similar to the shift we’ve lived through in search over the past four years, where AI has reduced the friction needed to find things.
Search used to mean digging through 10 blue links to assemble your own answer. Now you get the answer handed to you.
Agentic commerce does that to buying. Instead of the many steps of “search, find, click, create an account, buy,” you tell an agent what you want, and it handles it for you.
The friction is obvious when discovering a new brand: You find a product you like, but are immediately blocked by a forced account creation or an unwanted “20% off” email prompt. This behavior drives customers away; according to Baymard Institute, forced account creation is a top reason for cart abandonment, cited by roughly 19% of shoppers who walk away.
Stack the cookie banners, pop-ups, and manufactured urgency on top, and you have a buying experience built to extract an email and an impulse, not to get someone the thing they came for.
That’s what makes handing the job to an agent so appealing. “It knows who you are and what you like. It knows your card and your address. It can just get you the thing you want.”
The technology is ready, the platforms are behind it, and consumers want it. That’s why this is moving fast and worth getting ahead of.
The question for those of us who manage Google Ads is: what should we change this year to keep showing up? Here’s what’s happening, and a four-part checklist you can start this week.
The Shrinking Ad Landscape
This is the part that freaks us all out in digital advertising. AI is reducing ad impressions, our opportunities to connect with prospective buyers.
AI Mode and AI Overviews have eaten into the space where ads used to live. There are simply fewer impressions to go around. We saw this in our own data, where we noticed an 11% decline in impressions YoY.
Google is running ads inside AI Mode and rolling out formats like Direct Offers. But the canvas is smaller, and the bar is higher.
The audience on the other side of that canvas is changing, too. Microsoft frames it as three eras of the web at once: “help me find it,” “help me choose,” and “do it for me.”
That last one is growing fast. Microsoft cites data showing automated traffic growing roughly eight times faster than human traffic.
Agents don’t scroll, and they don’t respond to a clever headline. They evaluate, select, and act.
Retail media strategist Roger Dunn has a useful name for the result: the “shortlist economy.”
When a shopper turns to ChatGPT, Gemini, or Copilot for a recommendation, they get three to five options back. That…
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