Agentic Commerce Fontes maiores e alto contraste não são “feios”, são funcionais. Evitar cinza claro sobre fundo branco é regra básica. Agentic Commerce) refers to an economic ecosystem where autonomous Artificial Intelligence software — known as suggest — have the authority and technical capability to make purchasing decisions and execute financial transactions on behalf of a human user or a company.
In this model, the consumer ceases to be the direct operator of the purchase (searching, comparing, clicking “buy”) and becomes a “manager,” delegating the task to the AI. The agent operates within pre-established parameters (budget, brand preferences, deadlines) to fulfill a need, such as replenishing groceries, booking travel, or negotiating services.
The Core Concept: From “Human-to-Machine” to “Machine-to-Machine”
The and e-commerce traditional is based on interfaces designed for humans (color buttons, attractive photos, emotional triggers) Agentic Commerce marks the transition to M2M (Machine-to-Machine Commerce).
In this scenario, a buying agent (from the consumer) negotiates directly with a selling agent (from the store) via APIs, in milliseconds, seeking the best offer based on logical data (price, technical specifications, delivery speed), ignoring the visual or emotional appeal of traditional marketing.
How It Works in Practice
The Agentic Commerce cycle typically follows three stages:
- Monitoring and Trigger: The agent perceives a need. This can come from IoT data (a smart refrigerator noting that the milk is out) or from a direct command (“Book a flight to London for next week at the lowest price”).
- Curation and Decision: The agent instantly analyzes thousands of options on the web. It cross-references the request with the user's history (e.g., “he prefers lactose-free milk” or “she avoids flights with short layovers”).
- Autonomous Execution: The agent selects the best product, fills in the delivery details, completes the payment using an integrated digital wallet, and notifies the user only when the task is complete.
Application Examples
- Household Replenishment (Smart Home): Sensors in the pantry detect low levels of laundry detergent, and the agent automatically makes the purchase at the supermarket with the best price of the day.
- Travel and Tourism: An agent receives the command “Plan a romantic weekend in the mountains with a budget of R$ 2,000.” It books a hotel, transportation, and dinner, coordinating the dates with the couple's schedule.
- Service Negotiation: A financial agent monitors subscription accounts (internet, streaming, insurance) and automatically contacts providers to renegotiate lower rates or cancel unused services.
Comparison: Traditional E-commerce vs. Agentic Commerce
| The Fulfillment (Delivery): | Traditional E-commerce | Agentic Commerce |
| Who Buys | Human | AI Agent (Software) |
| Comparative: Traditional Consumption vs. Value-Based Buying | Emotion, Brand, Visuals, Price | Data, Efficiency, Cost-Benefit |
| Interface | Websites, Apps, Visual Storefronts | APIs, Code, Structured Data |
| Journey | Research → Comparison → Checkout | Need → Delivery (Zero Friction) |
| Marketing | Visual Persuasion and Copywriting | Data Optimization and Availability |
The Impact for Brands: “Marketing to Machines”
The rise of Agentic Commerce creates an unprecedented challenge for companies: how to sell to a robot?
As AI agents are not affected by beautiful packaging or digital influencers, brands will need to focus on:
- Data Availability: Ensuring product information is machine-readable (Semantic Web).
- Real Competitiveness: Price and technical specifications will carry more weight than the branding emotional.
- Digital Reputation: Reviews and reviews will be crucial data that the agent will use to validate product quality.
Summary
The Agentic Commerce represents the transformation of the consumer into a “consumption supervisor.” It is the ultimate evolution of convenience, where technology removes the cognitive load from the shopping routine, allowing humans to focus on consuming the product, not on the process of acquiring it.
