In today’s 'Snips' episode, I’m diving into one of the conversations that has been rattling around in my head for a while now. While listening to the Unpacking the Digital Shelf podcast with my friends Lauren Livak Gilbert, and Peter Crosby, I found myself nodding as their guest Natalija Pavic from Kibo Commerce unpacked the rise of agentic AI and AI shopping agents. She articulated (brilliantly, I might add) something that’s been quietly needling me: we’re not just adding AI to commerce… we’re watching the entire discovery layer slip out of retailers’ hands.

With my commentary, I explore what happens when consumers stop interacting with retailer websites and instead funnel their shopping journeys through conversational LLMs. From the loss of the “pane of glass”, to the real technical foundations retailers need (hint: your keyword search may actually be a liability), I break down why this shift matters, and what retailers must reconsider if they want to remain relevant. No doom and gloom here — but definitely a call to honest introspection and bold innovation.

This episode is sponsored by Mirakl Ads

Timeline

[00:30 ] – Why agentic AI isn’t just a feature — it’s actually replacing the interface layer
[01:15 ] – The “pane of glass” retailers optimized for decades may soon have a new owner
[02:24 ] – How agentic AI shifts the value of personalization engines
[03:09 ] – Why retailer control over discovery is evaporating
[04:15 ] – The need for retailers to rethink their unique value proposition
[06:19 ] – Natalia breaks down the technical reality: synonym search vs. vector search
[08:15 ] – Why launching shopper agents without vector search is “lipstick on a pig”
[09:15 ] – Natalia’s broader advice: innovate early, experiment often
[09:44 ] – My closing thoughts on curiosity, experimentation, and the shifting discovery layer

Links & Resources

• Listen to Natalija's full episode on Unpacking the Digital Shelf — The Path to Agentic Commerce Readiness, with Natalija Pavic, Senior Director Product Marketing at KIBO Commerce
• Subscribe to Unpacking the Digital Shelf
• Follow Natalija Pavic, Product Marketing Executive at Kibo Commerce on LinkedIn
• Read my article Commerce GPTs Explained—And Why Retail Media Professionals Need to Pay Attention
• Read my article Why GEO Isn't Enough: What CPG Brands Actually Control in Agentic Commerce
• Read my article While We Debate What's 'Really' Agentic, Retail Media's Foundation Is Already Shifting
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri on LinkedIn