As AI agents increasingly mediate how consumers search, evaluate, and purchase products, the traditional digital “shelf” is shifting from retailer pages to algorithm-driven recommendations. In this new environment, a limited set of default suggestions will determine who wins the basket. For CPG leaders, this represents a structural shift in how pricing, promotion, and assortment strategies must be designed and executed.
Visibility and conversion will increasingly depend on structured product data, trusted claims, and clearly defined price-pack architectures that AI agents can consistently interpret across channels. As agents optimize for value, relevance, and total basket economics in real time, CPG organizations must rethink how trade investments, promotional mechanics, and pricing tiers are signaled and understood by machines—not just merchants and shoppers.
Shopping journeys will begin with occasions and intent rather than brand preference, with agents dynamically assembling baskets to meet consumer goals. This session will explore the implications for RGM, TPM, and commercial strategy, outlining how leaders can protect margin, drive trade-up, and earn inclusion in AI-curated baskets—while building the data and governance foundations required to compete in an agentic commerce landscape.