The future of agentic commerce: The role identity plays in hybrid experiences

One truth has become undeniable: Hybrid customer experiences are no longer a short-term response to disruption; rather, they are the new foundation of modern commerce. In fact, 89% of consumers confirmed that they shop in a hybrid format on a regular basis.

And the consumer journey is no longer restricted to humans, with the emergence of AI Agents. What began with buy online, pick up in store (BOPIS) and curbside pickup has evolved into a permanent expectation, where customers fluidly cross between apps, websites, messaging platforms, and physical locations.

That now expands further to include agents AI that can discover products, negotiate, decide and transact on people’s behalf.

Businesses are ...