Horizon Commerce has released a point-of-view on agentic commerce, in collaboration with the larger Horizon Media team, titled “The Agentic Economy: and a New Marketing Fluency Required to Maximize It”.
You’ll find the full downloadable document below along with a summary of our thoughts. Happy reading!
The TLDR
AI assistants are rapidly becoming the new engines of commerce — guiding how consumers discover, decide, and buy across ChatGPT, Walmart, and Amazon. This marks the rise of the agentic economy, where autonomous AI agents act on behalf of consumers and brands to complete transactions. To compete, marketers must shift from optimizing for search to engineering for AI. Frameworks like Agentic Commerce Protocol (ACP), Model Context Protocol (MCP), and App SDK now define whether your brand can be found, understood, and transacted upon inside these ecosystems.
This demands new fluency: aligning marketing, data, and tech to ensure your brand shows up accurately, safely, and persuasively in AI-driven experiences.
What To Do About It:
Act now.
• Audit your AI visibility and structured content.
• Build a brand agent via MCP to control your narrative.
• Explore ACP or SDK integrations to power AI-native checkout
Brands that move first will own the conversation — and commerce — in the agentic era.
Want to Learn More About Agentic Commerce?
Get in touch via our contact page!