How consumers now divide labor with AI agents. And what brands must build to survive the agentic commerce shift.

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Marketing has always been about reaching your customer at the right moment.


Increasingly, an agent sits in between you and your customer — working on their behalf, while simultaneously representing your brand. Whether it represents you well, or at all, is something you design for. For most brands, there is no future where conversion and lifetime value don't depend on designing for agents in the middle. 


Drawing on a proprietary R/GA study of more than 3,000 consumers across the US, UK, Saudi Arabia, and UAE, this report identifies the six factors that determine when consumers hand off a purchase to an agent — and what brands must build to win once they do. It also introduces BRDNA (a brand’s DNA, rendered machine-readable and machine-actionable) as the foundational framework for navigating the agentic commerce frontier.




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This report is brought to you by R/GA FutureVision, a global Thought Makership platform that helps ambitious leaders get ahead.
Share your information below to receive your complimentary copy of this proprietary study, launching soon.

R/GA, Marketing Agency

How consumers now divide labor with AI agents. And what brands must build to survive the agentic commerce shift.

Subscribe below to receive your complimentary copy of this proprietary study, launching soon.

R/GA FutureVision