tech
Axios House: Brands told to act fast on AI commerce
To deal with the rise of AI agents shopping on their sites and recoup value, brands have to negotiate deals, restructure their content and take risks — in a short amount of time.
TL;DR
- Brands and publishers need to negotiate deals and restructure content to recoup value from AI agents.
- AI companies are profiting from content and data without paying for it, intercepting audiences before they reach publishers.
- The Atlantic has licensing deals with OpenAI, Particle, and Parallel, and is exploring subscription sales on AI chat platforms.
- Brands must change content structure and format for AI tools, which require full conversational context rather than keywords.
- Elf Beauty has dedicated internal teams for agentic commerce, AI operations, and workforce restructuring.
- AI agents represent a new type of customer, requiring deciphering of entity, identity, and intent.