In this session, we’ll explore how agentic AI is transforming digital marketing and e-commerce by replacing paid placement with verifiable, value-based negotiation between brands and consumers.

We’ll walk through how Buyer Agents and Seller Agents autonomously negotiate multi-dimensional offers - not just price, but perks, delivery terms, and loyalty rewards - using asymmetric information to discover the equilibrium where both sides win.
Through simple, real negotiation traces, we’ll illustrate how Buyer Agents strategically decide what data to reveal and when to maximize consumer value, and how Seller Agents respond within profitability constraints.

The talk will connect these mechanisms to a new marketing paradigm: visibility earned through value creation, not ad spend.
We’ll share insights from recent research on value-based ranking economies and explain how brands can improve their position in LLM-driven recommendation systems by offering better deals, rather than paying more for ads.

Finally, we’ll outline the emerging stack enabling this shift - trusted data sharing, agent-to-agent protocols, and verifiable negotiation - and show why now is the perfect moment for brands to embrace agentic commerce.