The Invisible Ad: Retailers Navigate the Shift to Agentic Commerce

The rise of AI-powered shopping assistants is pushing traditional digital ads out of the spotlight and into the retail tech stack. As platforms like OpenAI and Amazon integrate “agentic” advertising, the consumer’s role shifts from browsing to delegating, says CDW’s Andy Szanger in this interview with Retail Brew.

In this new era, ads may become “invisible,” appearing as real-time negotiations between AI agents or as high-quality data inputs like verified star reviews and accurate inventory SKUs. For retailers and solution providers, success will depend on moving beyond emotional display ads toward performance-based, “behind-the-scenes” discovery where clean data and brand trust signals become the ultimate conversion tools.

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