Articles

Agentic Commerce and the Transformation of Marketing

Sustained quarter-over-quarter growth in real transaction volume (not just traffic) on an AI surface, the adoption of a universal checkout approach that solves the merchant opt-in barrier, and live agentic moves by the card networks in Türkiye would be signals that could make us more assertive; conversely, a second major "checkout retreat," a regulatory tightening driven by agent bias or fraud, or AI referral remaining limited for independent merchants over a long period could require us to be more cautious.