THE AGENTIC COMMERCE COLLECTION
When software enters the buying journey.
Brand discoverability, retail media and the implications of machine-mediated decisions.
START WITH THE QUESTION
What does machine readiness mean for a brand?
It means making relevant brand and product information accessible, consistent, current and actionable. Technical readiness supports participation; it does not guarantee an independent AI recommendation.
29 September 2026 · Perspective
Your Customers Have Never Been More Honest. Just Not With You.
Custodial Intent describes the rich needs people disclose to AI assistants while brands see only fragments. Anil maps the custody chain and shows where marketers can earn direct, permissioned insight.
22 June 2026 · Perspective
Your Brand Is Becoming Invisible. And Your $4 Billion Ad Budget Won't Save You
As AI agents mediate discovery and purchasing, brands may lose the familiar moments of search, browsing and checkout. This perspective asks how a brand can remain discoverable, comparable and actionable in agent-led commerce.
20 January 2026 · Perspective
The Silent War No One's Talking About
AI-assisted shopping could change how shoppers encounter retail media placements. Anil examines the implications for retailer inventory, brand visibility and measurement when the buying journey passes through an agent.
2 September 2025 · Perspective
Programmatic 2035: Beyond Automation, Toward Conscious Commerce
Anil looks beyond automated buying to ask how agentic systems could change programmatic advertising by 2035. The piece explores future scenarios rather than presenting those outcomes as settled forecasts.
20 July 2025 · Perspective
Your SEO is Dead. Long Live AI-Native Discovery. (Here's How).
Search rankings alone may not tell a brand whether it appears accurately in AI-assisted discovery. Anil examines what content, authority and distribution need to do when answers increasingly sit between people and websites.
3 April 2025 · Perspective
Unveiling the Truth Behind Retail Media Metrics: A Deep Dive into Incrementality, Geo-Based Holdouts, and the Halo Effect
A retail media sales report cannot, on its own, establish incremental growth. Anil examines what holdouts and other experimental designs can reveal about the sales that advertising actually caused.
1 October 2024 · Perspective
Retail Media’s Promise and Peril: What No One's Talking About
Retail media promises access to purchase data and measurement close to a transaction. Anil also examines the trade-offs in targeting, attribution and the value brands can independently verify.
FROM THE IDEA TO THE WORK
Dual Attention
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