research report
The state of agentic commerce (media)
How agentic AI is reshaping control, value, and monetization in commerce media
Agentic AI is changing how commerce decisions are made. Koddi’s 2026 research report, The state of agentic commerce (media), explores how AI agents are reshaping discovery, comparison, recommendation, and selection across commerce media, based on research with consumers, CMNs, and advertisers in the US, UK, and Germany.
The market is moving from surfaces to systems, and the next advantage will belong to companies integrated into the decision systems that decide.
Commerce media is moving from visibility to selection
Commerce media value has long been built around pages, placements, impressions, and clicks. But in an agent-mediated environment, visibility is no longer enough. Brands and platforms need to understand whether they are eligible, trusted, recommended, shortlisted, ranked, and ultimately chosen by AI-driven systems.
That creates a new set of questions for the industry:
- Who gets included in the decision?
- Who shapes the recommendation?
- Who proves the outcome?
- And who gets left out?
Who should read this report?
This report is built for commerce media leaders preparing for AI-mediated choice — from retailers and CMNs shaping monetization strategy, to brands and advertisers planning for agentic discovery and recommendation, to agencies advising clients on measurement, governance, and readiness.
Whether you are building the infrastructure, funding the media, proving the outcomes, or guiding clients through what comes next, the report offers a practical view of how agentic AI is reshaping commerce media.
Inside the report
Consumers are ready for agentic shopping, but not full agentic purchasing
The report explores where consumers are comfortable letting AI help them research, compare, filter, and choose, and where they still want human oversight. While 75% of US consumers, 68% of UK consumers, and 59% of German consumers are comfortable with AI helping them choose what to buy or book, only 32% have ever let a service automatically complete a purchase or booking beyond simple subscription models.
The industry is moving beyond test-and-learn toward structured transformation
CMNs, advertisers, and agencies are already planning for agentic commerce as an operational shift. Around one-third of advertisers expect to invest $50K-$249K in agentic commerce products over the next 12 months, while nearly another third expect to invest $250K-$999K, signaling that the market is moving beyond experimentation and into material investment.
Trust, governance, and measurement will determine how fast agentic commerce scales
Adoption depends on more than smarter systems. Consumers and industry leaders want transparency, oversight, reversibility, and proof. In the survey sample, 92% plan to spend on agent-specific measurement and diagnostics, while 33% say measurement and attribution of AI agent-mediated journeys could be a major blocker to investment.