World's Fair 2025
Machines of Buying and Selling Grace - Adam Behrens, New Generation
Overview
This talk explores the evolution of the store concept in the age of AI, moving from physical locations to digitized online presences, and now towards an agentic future. The core thesis is that AI will digitize not just merchandise and distribution, but also the participants and their interactions, leading to dynamic, real-time, and generative interfaces for both human and agentic consumers. This shift aims to enhance transactions by moving beyond static websites to sophisticated agent-to-agent or agent-to-API interactions.
Who should watch
- AI Engineers and Builders
- Product Managers
- Those interested in the future of e-commerce and AI
- Developers working with agentic systems and tool calling
- Anyone exploring how AI can transform user interfaces and transaction protocols
Key takeaways
- The definition of a store has evolved from a physical location to an online presence, and is now transitioning to a protocol facilitating transactions between merchants and buyers, increasingly mediated by AI agents.
- AI digitizes participants and interactions, moving from static websites to merchant and consumer agents, and from low-level payment infrastructure to higher-level intent infrastructure.
- Two potential futures for agentic shopping include AI agents navigating optimized websites or agents interacting programmatically via APIs (MCP servers).
- Challenges in agentic commerce include enabling software to complete transactions (e.g., delegated authentication), translating fuzzy user intent into specific product SKUs, and discovering item availability across numerous merchants.
- Solutions are emerging for these challenges, such as unified APIs for product data (akin to Plaid for financial data) and the development of dynamic, generative interfaces that can express product and brand data contextually.
- Users interacting with AI channels are showing higher conversion rates and greater dollar value, prompting merchants to rethink fulfillment costs and embrace agentic interactions.
- The future of commerce involves two-sided, expansive representation of buyer and seller preferences, moving beyond current narrow, one-sided data silos.
- Fortune 500 companies are actively exploring this agentic future, developing APIs, abstracting complex product systems, and experimenting with generative interfaces to bridge e-commerce with AI-driven interactions.
Notable quotes
*A store is a location for and a protocol that facilitates transactions.*
*If e-commerce digitized the merchandise and the distribution, AI digitizes the participants and their interactions.*
*Users from AI chat while they might be small are much higher intent. they're deeper in the funnel and they convert much better.*
Unofficial community note. Prefer the recording for nuance.