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This Week from eTail Boston: The Agentic Commerce Reality Check with Erica Randerson

This Week from eTail Boston: The Agentic Commerce Reality Check with Erica Randerson

Plus: Junglr Transforms Brands Through Strategic Ad Spending with Elizabeth Greene

Brent Peterson
August 14, 2025

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The Agentic Commerce Question Nobody Could Answer

This Week: The Agentic Commerce Reality Check from eTail Boston

By Brent Peterson
I had an agreement with Erica Randerson from Edible Arrangements before our fireside chat at eTail Boston. We wouldn't mention AI.

That lasted about five minutes.

Why? Because everyone's still talking about Agentic AI. Talking about it. Not doing it. When Erica asked the packed room of commerce leaders who was actually using Agentic AI in their stores, the silence was deafening. Zero hands raised.

This week's article breaks down what I learned from that conversation and why the gap between Agentic Commerce hype and reality matters for your business.

Key takeaways from the discussion:

• The Fulfillment Reality: Edible Brands can't use traditional 3PLs. They rely on a franchise network for fulfillment. If they struggle with complexity using human intelligence, how ready are we for artificial intelligence to handle these nuances?

• Data Still Matters: Erica measures everything. She credits a Georgia Tech Google Analytics course for transforming her approach. While everyone talks AI, she's winning with disciplined data analysis. Sometimes the old tools still work best.

• The Trust Equation: There's a massive difference between "AI suggested this product" and "AI bought this for you." One's helpful. The other could end relationships (literally — imagine AI buying the wrong anniversary gift).

The consensus? Agentic Commerce will transform retail eventually. But racing ahead of your customers' comfort zone is more dangerous than being left behind.

We're training for a marathon while everyone else is sprinting toward a cliff.

[Read the full article: Are We Ready for Agentic Commerce?]

What's your experience? Have you seen any successful Agentic AI implementations in the wild? Reply and let me know.

Strategic complexity, simple solutions.

Read the Full Article here

Our Latest Episode:

Junglr Transforms Brands Through Strategic Ad Spending with Founder Elizabeth Greene

Elizabeth Greene, co-founder of Junglr, discusses the unique power of Amazon ads and the evolving landscape of advertising through AI tools. She shares her journey into the Amazon advertising space, the collaborative nature of the Amazon seller community, and the importance of understanding customer behavior on the platform. Elizabeth also highlights the rise of video ads and Amazon Live, the nuances of navigating Amazon's advertising system, and strategies for adapting to market changes. The conversation concludes with resources for brands looking to enhance their advertising efforts on Amazon.

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