First Movers in Agentic Commerce may Build Lasting Advantages as LLMs Learn and Remember
CANNES, France – Unlike traditional search engines that simply indexed pages without memory, large language models learn from consumer interactions.
Some think that creates a case for brands to move into agentic commerce.
“If you’re a first mover and you’ve provided all your data and then they’re seeing the behavioral aspects of how consumers are engaging with the brand, they remember that,” said Diaz Nesamoney, founder and CEO of DaVinci Commerce, in this video interview with Beet.TV at Cannes Lions 2025.
More than instant checkout
DaVinci Commerce is an AI-powered commerce experience platform that helps brands manage product discovery and marketing campaigns across artificial intelligence shopping systems. Formerly known as Jivox, the platform features core tools like the DaVinci Agentic BrandStore and DaVinci Commerce Marketing.
The concept of agentic commerce has suffered from early misunderstandings about what it actually entails, according to Nesamoney. He said initial interpretations focused narrowly on autonomous purchasing or instant checkout functionality, both of which failed to gain traction.
“I don’t know about you, but I don’t want agents buying stuff for me by themselves,” Nesamoney said. “I want to be able to see, understand the product, colors, size and all of that.”
ChatGPT has pulled back on instant checkout features, validating the view that consumers want more than a quick transaction. So maybe the full consumer journey, from discovery through experience to purchase, represents the true opportunity in agentic commerce. Currently, more than 500 agentic storefronts exist on ChatGPT, with additional platforms emerging across other LLM environments.
The product description gap
But brands face a challenge in making their products understandable to AI agents, which cannot visually perceive products and rely entirely on data to make recommendations.
“Somebody might say, ‘I’m going camping this weekend, what should I be buying?'” Nesamoney explained. “Now, if you look at descriptions of camping equipment like tents and such, it doesn’t actually describe how you’d use it for camping.”
This disconnect requires brands to re-describe their entire product catalogs in ways that AI agents can interpret and match to natural consumer queries. The effort involved is substantial, but the alternative is invisibility in an increasingly important discovery channel.
High-consideration products face greatest stakes
The shift to agentic commerce will affect product categories unevenly, with complex purchases likely facing the most significant disruption. Routine commodity purchases like toilet paper require little consideration, but products where nuances matter substantially will see the greatest impact.
“Let’s say you’re buying a camera or a piece of clothing or something where the nuances between one and another could be pretty significant,” Nesamoney said.
“If you’re not able to describe your products really well and allow the consumer to understand it within that environment, you lose out.”
You’re watching The Beet.TV Leadership Sessions at Cannes Lions 2026, presented by DaVinci Commerce. For more videos from this series, please visit this page. You can find all of our coverage from Cannes Lions 2026 here.
CANNES, France – Unlike traditional search engines that simply indexed pages without memory, large language models learn from consumer interactions.
Some think that creates a case for brands to move into agentic commerce.
“If you’re a first mover and you’ve provided all your data and then they’re seeing the behavioral aspects of how consumers are engaging with the brand, they remember that,” said Diaz Nesamoney, founder and CEO of DaVinci Commerce, in this video interview with Beet.TV at Cannes Lions 2025.
More than instant checkout
DaVinci Commerce is an AI-powered commerce experience platform that helps brands manage product discovery and marketing campaigns across artificial intelligence shopping systems. Formerly known as Jivox, the platform features core tools like the DaVinci Agentic BrandStore and DaVinci Commerce Marketing.
The concept of agentic commerce has suffered from early misunderstandings about what it actually entails, according to Nesamoney. He said initial interpretations focused narrowly on autonomous purchasing or instant checkout functionality, both of which failed to gain traction.
“I don’t know about you, but I don’t want agents buying stuff for me by themselves,” Nesamoney said. “I want to be able to see, understand the product, colors, size and all of that.”
ChatGPT has pulled back on instant checkout features, validating the view that consumers want more than a quick transaction. So maybe the full consumer journey, from discovery through experience to purchase, represents the true opportunity in agentic commerce. Currently, more than 500 agentic storefronts exist on ChatGPT, with additional platforms emerging across other LLM environments.
The product description gap
But brands face a challenge in making their products understandable to AI agents, which cannot visually perceive products and rely entirely on data to make recommendations.
“Somebody might say, ‘I’m going camping this weekend, what should I be buying?'” Nesamoney explained. “Now, if you look at descriptions of camping equipment like tents and such, it doesn’t actually describe how you’d use it for camping.”
This disconnect requires brands to re-describe their entire product catalogs in ways that AI agents can interpret and match to natural consumer queries. The effort involved is substantial, but the alternative is invisibility in an increasingly important discovery channel.
High-consideration products face greatest stakes
The shift to agentic commerce will affect product categories unevenly, with complex purchases likely facing the most significant disruption. Routine commodity purchases like toilet paper require little consideration, but products where nuances matter substantially will see the greatest impact.
“Let’s say you’re buying a camera or a piece of clothing or something where the nuances between one and another could be pretty significant,” Nesamoney said.
“If you’re not able to describe your products really well and allow the consumer to understand it within that environment, you lose out.”
You’re watching The Beet.TV Leadership Sessions at Cannes Lions 2026, presented by DaVinci Commerce. For more videos from this series, please visit this page. You can find all of our coverage from Cannes Lions 2026 here.
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