The Coming-of-Age for Agentic Commerce

AI isn’t just a back-office tool anymore. It’s creeping into the front end of shopping, discovery, and decision-making. In this episode, Roger Dunn joins Commerce Media Matters to unpack what happens when agents, answer engines and retail media collide. From generative browsers and “browser wars” to instant checkout, affiliate-style monetisation and TikTok’s role as a commerce front door, Roger cuts through the noise to separate what’s hype from what’s truly changing customer journeys. If you’re trying to work out how AI will reshape commerce in the next 2–3 years (without throwing out everything you already know), this one’s essential listening.

What you’ll learn from this episode:

AI agents, tempered expectations and real behaviour change: Why AI agents won’t replace all human decision-making any time soon and why we need to temper the hype while still recognising how AI will shorten paths to purchase across both e-commerce and in-store journeys.

From blue links to answer engines: How ChatGPT, Atlas, Comet and other AI browsers are changing the search experience; why Google still has enormous power; and how the “browser wars” may reshape who owns the front door to commerce.

The new rules of visibility in AEO, GAEO and ACO: Why traditional SEO isn’t enough in an AI-first world and how Answer Engine Optimisation (AEO), Generative AI Engine Optimisation (GAEO) and AI Commerce Optimisation (ACO) will shape how products and brands show up in agents, product cards and instant-checkout flows.

Monetisation in an AI world. Ads, affiliates and instant checkout: Why Sam Altman can’t avoid monetisation forever, the likely role of affiliate-style models and transaction-led revenue (think Shopify’s payments business), and what that means for retailers and brands looking to trade inside AI ecosystems.

How marketers can stay sane in 2026 and beyond: Practical advice for marketers facing fragmenting channels and expanding remits — including where to over-index experimentation time, where to lean on established playbooks, and why older channels don’t disappear just because new toys arrive.

About the hosts:

• Nick Morgan: Nick is an entrepreneur with over 20 years of experience in digital marketing and eCommerce. He founded Vudoo in 2018, a platform that enables in-stream content commerce across articles, videos, and images. Nick's work transforms every ad impression into a potential shop front, offering a seamless eCommerce experience.

• Paul Blackburn: Paul is a digital media innovator with over 20 years of experience. At News Corp Australia, he launched the "Intent Connect" data platform and led innovation in shoppable video and the "Total Commerce" framework. Now as Chief Growth Officer at Vudoo, he helps brands, publishers, and agencies unlock new ways to monetise content through immersive, commerce-enabled experiences.
  
  

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