Jason Goldberg, Chief Commerce Strategy Officer at Publicis, delivered the closing NRF 2026 keynote, "Commerce Disrupted: Rise of the AI-Native Consumer." This episode dives into the profound shifts in consumer behavior driven by AI, moving beyond efficiency gains to focus on entirely new ways consumers discover and purchase products. Ecommerce operators need to prepare for a future where AI agents significantly influence, if not directly execute, purchasing decisions.
Key takeaways
Anticipate new customer acquisition channels: AI will change how customers discover products, leading to a shift away from traditional retail media networks and search. Brands need to be where the AI agents are.
Re-evaluate the customer journey: The role of checkout and payment processes will evolve as AI agents become more involved in the transaction. Brands should explore frictionless, AI-driven purchase paths.
Focus on agent-friendly product data: Ensure your product information is structured and comprehensive for AI agents to accurately recommend and represent your offerings.
Prepare for AI-driven traffic: Over half of website traffic could originate from AI agents, necessitating changes in site design, analytics, and optimization strategies.
Differentiate AI efficiency from AI disruption: While AI for operational efficiency is valuable, focus on the disruptive potential of AI in creating novel consumer behaviors and purchasing pathways.
For this episode we have an experiment for you. The NRF big show concluded Tuesday Jan 13th and Jason was invited to 'tie the bow' on the conference in the last keynote: Commerce Disrupted: Rise of the AI Native Consumer. For this podcast, we recorded the keynote's audio so you can experience the keynote. If you'd like to see the video we shot as well as the audio it's available here-> https://www.youtube.com/@Retailgentic The slides are available for you to download in PDF Format here.
Frequently asked about this episode
What does this episode say about ai in commerce?
Anticipate new customer acquisition channels: AI will change how customers discover products, leading to a shift away from traditional retail media networks and search. Brands need to be where the AI agents are.
What does this episode say about consumer behavior?
Re-evaluate the customer journey: The role of checkout and payment processes will evolve as AI agents become more involved in the transaction. Brands should explore frictionless, AI-driven purchase paths.
What does this episode say about future of retail?
Focus on agent-friendly product data: Ensure your product information is structured and comprehensive for AI agents to accurately recommend and represent your offerings.
What does this episode say about ai in commerce?
Prepare for AI-driven traffic: Over half of website traffic could originate from AI agents, necessitating changes in site design, analytics, and optimization strategies.
What does this episode say about ai in commerce?
Differentiate AI efficiency from AI disruption: While AI for operational efficiency is valuable, focus on the disruptive potential of AI in creating novel consumer behaviors and purchasing pathways.
