119. Brandon Rael's Insights on Agentic Commerce

When ChatGPT launched, most retailers focused on chatbots and customer service. Today, the conversation is much bigger. AI agents are beginning to influence how consumers discover products, compare options, and make purchasing decisions. In this episode of OFFBounds, Paula Macaggi sits down with retail strategist Brandon Rael to explore how agentic commerce is reshaping the customer journey and what retailers need to do to prepare for a future where shopping may start with an AI agent rather than a search engine or brand website.

Together, they discuss why so many companies struggle to move AI initiatives beyond pilot programs, the importance of data and modern technology architectures, and how retailers can balance innovation with operational realities. They also examine the opportunities and risks of AI-powered shopping, the future of personalization, and why physical stores remain a critical part of the commerce ecosystem. If you're trying to understand where retail is heading next, this conversation offers a practical look at one of the most important shifts happening in commerce today.