Agentic commerce is beginning to reshape how customers discover, browse and buy including when AI agents research options, compare prices and initiate bookings on their behalf. In this session, Forter will explore what this shift means: how demand might flow differently into OTAs and retailers, where new risks and frictions can appear, and what it could mean for the way you think about trust, payments and conversion.
Key Takeaways
- Foundations of agentic commerce – a clear, accessible view of what agentic commerce is and why it is becoming critical for OTAs and retailers.
- Impact on journeys, risk and revenue – how agent‑driven paths can reshape acquisition, user experience and conversion, and why visibility into agentic traffic underpins safe growth.
- Future outlook and readiness – how this shift could evolve for brands across the travel and retail ecosystem, and where to start in preparing teams, data and strategy for an agentic future.