- Google Cloud announces a shift to “agentic commerce,” where AI agents proactively drive purchases and experiences.
- Carrie Tharp, VP at Google Cloud, highlights brands such as Reebok seeing up to 60% higher ROAS using AI agents.
- The new agentic approach rewrites customer experience (CX), replacing passive shopping with personalized, action-oriented agents.
- Brands face urgent strategic choices: adopt agentic commerce to capture growth or risk falling behind.
Passive Shopping Is Dead: Google Unveils Agentic Commerce
What Google announced
Google Cloud is positioning the next major wave in commerce as “agentic commerce” — a model in which AI agents act on behalf of consumers and brands to search, compare, recommend and complete transactions. According to Google Cloud leadership, these agents move beyond passive product discovery and catalyze direct, measurable business outcomes for brands that adopt them early.
Real results: Reebok and the promise of higher ROAS
Carrie Tharp, VP at Google Cloud, pointed to early adopters such as Reebok. Brands using agentic workflows have reported notable uplifts in return on ad spend (ROAS), with cited gains as large as 60%. Those figures underline the commercial potential of agents that can personalize, optimize and convert in real time across search and shopping surfaces.
How agentic commerce rewires CX
Agentic commerce changes customer experience in three key ways:
- Proactivity: Agents surface products and offers based on intent signals rather than relying on the customer to find them.
- Personalization at action: Agents can assemble tailored shopping flows and complete transactions with minimal friction.
- Measurable outcomes: Early case studies emphasize direct KPIs — conversions and ROAS — tying agent behavior to business impact.
Opportunities and immediate implications for brands
For marketers and commerce leaders, agentic commerce presents both a major opportunity and a strategic urgency. Brands that quickly design agent-aware experiences can capture attention and spend more efficiently; those that delay risk ceding high-intent customers to competitors integrating agents across search and retail touchpoints.
Challenges and considerations
Despite promising results, agentic commerce brings questions around data, privacy, brand control and measurement. Brands will need robust guardrails to ensure agents act in ways that reflect brand values and privacy commitments, and they must rework attribution models to capture agent-driven conversions accurately.
What to do next
Start testing: pilot agent-driven experiences in low-risk use cases, measure ROAS and customer satisfaction, and iterate. Invest in data governance and UX design that keeps customers in control while enabling agents to deliver value. The early wins reported by brands such as Reebok create strong social proof — and a clear FOMO signal for laggards.
Google’s “agentic commerce” message is unambiguous: passive discovery is ending. Brands that adapt will benefit from more efficient ad spend and frictionless CX; those that don’t risk losing customers to smarter, agent-enabled competitors.
Image Referance: https://www.cxtoday.com/ai-automation-in-cx/passive-shopping-is-dead-how-googles-new-ai-agents-are-rewriting-cx/