Agentic AI is quickly becoming one of the most talked-about—and least understood—forces shaping the future of commerce. As AI assistants begin to influence how consumers discover, evaluate, and purchase products, CEOs face a critical question: what’s real, and what’s hype?

In this session, Eric Shea, PwC’s US Commerce Leader, cuts through the noise to explore the rise of agentic commerce and its real implications for business leaders. As consumers increasingly rely on AI to guide purchasing decisions, the traditional paths to influence—search, merchandising, and even brand engagement—are being redefined.

This session will highlight where agentic AI is already driving measurable impact, where it’s still emerging, and what it means for competitive advantage. He’ll also explore how discovery is evolving, why trust and brand matter more in an AI-mediated world, and how CEOs can position their organizations to lead as AI becomes the new storefront.