Agentic AI is transforming how your customers discover products, make informed decisions, and complete transactions. If you want to be prepared – not just reactive, it’s time to start making moves.
Redefine the way your organization approaches trust, control, and customer experience. When your best customer sends an AI agent to shop on their behalf, your stack should be able to recognize that agent, support its decisions, and deliver a seamless experience without skipping a beat or mistaking it for fraud.
The Reality of AI in E-commerce
Static systems used to be enough. Human behavior was relatively predictable — and our defenses were built to match. But with AI-driven agents in the mix, patterns shift fast. Security needs to be just as dynamic as the threats and behaviors it’s trying to interpret.
Whether embedded in search, integrated with operating systems, or deployed through third-party tools, AI agents can have a hand at any stage of the e-commerce journey — AI Agents are able to:
- Compare Prices
- Apply Discounts
- Complete Transactions
- Manage Follow-up
And they do it all automatically. When customers outsource shopping to AI, it creates blind spots that your fraud and payments systems can’t afford to miss.
The New Rules of Digital Commerce
Agentic AI is not a trend to monitor — it’s a terrain to navigate. Taking action now means staying in control, rather than playing catch-up when the market shifts beneath your feet.
These four trends are rewriting the rules of how digital commerce runs — at scale:
- AI Agents as Shopping Proxies: Consumers are delegating more decisions to AI, which means your systems need to recognize and support agent-led interactions — especially at checkout
- Automation Across the Stack: Everything from fraud defense to loyalty management is becoming more automated — and rigid rule sets and legacy flows can’t keep up with AI-speed commerce
- Customer Expectations: If shoppers trust an agent to act on their behalf, they expect loyalty perks, seamless handoffs, and frictionless experiences to follow
- Fraud Sophistication is Accelerating: Bad actors are leveraging AI by mimicking agentic behavior to bypass outdated controls and exploit unprepared systems
Who Is Shaping the Market?
The last major platform shift – mobile – proved that early movers don’t just get attention, they set the rules. They shape what customers expect, establish the standards others follow, and build systems at their own pace, rather than paying the price for rushed catch-up later.
We’re seeing that same inflection point with agentic AI. Organizations acting now are:
- Developing smarter signals to distinguish good agents from malicious bots
- Evolving fraud systems that don’t treat every non-human action as suspicious
- Enabling seamless payments, loyalty accrual, and personalization across automated flows
- Aligning cross-functional teams around a shared identity framework that scales
The Cornerstone of Agentic Commerce
When AI becomes the interface, you won’t be able to rely on signals like mouse movements or familiar IP addresses. But that doesn’t mean trust disappears – it has to evolve. The next era of commerce belongs to brands that can recognize who (or what) is behind each interaction and make decisions with confidence.
Forter helps leading brands operationalize trust at this new scale. By connecting the industry’s largest network of identity intelligence with adaptive decisioning, we enable businesses to:
- Recognize Agent-led Transactions: By marking as legitimate so loyal customers aren’t mistakenly blocked
- Stop Sophisticated Threats: Without slowing commerce down, balancing security with seamless experience
- Have a Shared Source of Truth: Use to work from across fraud, payments, and digital teams
- Meet Rising Regulatory Demands: Leverage explainable, auditable AI decisions
Leaders aren’t just experimenting with AI – they’re proving it can be trusted at scale. That’s why shoppers, and the AI agents acting for them, will default to those brands first.
Position Yourself for What’s Next
You don’t need all the answers to move forward, but you do need a starting point. If you’re ready to lead your organization through this shift, start by asking:
- Where are AI agents already interacting with your commerce flow?
- Do your systems recognize and differentiate between good automation and abuse?
- Are your teams aligned around identity — or still working in silos?
- Is your infrastructure flexible enough to support AI-powered journeys?
The road ahead won’t mirror the past. Progress starts with teams that are ready to navigate complexity, challenge assumptions, and put trust at the center — whether the intelligence behind the interaction is human, artificial, or somewhere in between.
