AI agents drive new developments in advertising and commerce

Industry discussions in Germany are shifting toward the practical application of AI agents in advertising and commerce. At a recent meetup in Hamburg, the Agentic Advertising Organization (AAO) discussed the transition of “Agentic Advertising” from theory to practice. Benjamin Masse, President of the AAO, emphasized that agentic advertising is not merely an additional layer of programmatic automation, but a system where agents communicate and negotiate via open standards like AdCP.

In the realm of commerce, research is currently focused on the potential of consumer agents to transform e-commerce. Discussions are exploring whether these agents will simply optimize existing processes or create entirely new business models. These findings are expected to be presented at the upcoming A!-Day event in Munich, which aims to examine the deeper impacts of agentic commerce on the market.