The Rise of Agentic Commerce: Are you Ready?
EPAM and Microsoft Solution Partners hosted an exclusive executive panel in parallel to NRF 2026, exploring the next wave of innovation: Agentic Commerce, where autonomous agents reshape how consumers discover, search, and buy.
Today, more than 60% of searches end without a click, a signal that the old navigational charts — traditional SEO and conventional consumer journeys—no longer guide the way.
Brands must learn to read new currents, steer through zero-click environments, and captain strategies that build loyalty and wallet share in uncharted waters.
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This session brought together industry leaders to provide insights on:
Stay ahead of the curve: Understand how agentic commerce is reshaping consumer behaviour and how to navigate brand visibility in a world beyond traditional SEO.
Redefine your customer strategy: Understand how to steer loyalty, preference, and wallet share in an era driven by zero-click journeys and AI-powered recommendations
Future-proof your marketing: Get actionable guidance on optimizing for AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization) to ensure your brand is charting the right course in the agentic marketplace.
Moderator and Panelists:
Suzette Braun: Client Partner, EPAM
Jen Spies: Partner, Agentic Commerce & Payments, Microsoft AI
Ilya Antipin: Principal, Technology Consulting, EPAM
David Billings: Chief Strategy Officer, Empathy Lab by EPAM
