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Agentic ecommerce: Amazon defends the walled garden model

4 November 2026
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Ecommerce agents are beginning to interfere with Amazon's ownership of discovery, making fulfillment and seller services central for ongoing growth.

Amazon is defending its control over user habits by leaning into vertical integration with in-house agent Alexa for Shopping.

Competitors are placing their bets on a distributed model for agentic ecommerce, as an alternative to the walled garden.

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Online advertising adapts: Chat the centre of transformation

23 October 2026

The pursuit of AI-native advertising formats has landed on chat as the most feasible route to add value, although the effect is to amplify existing strengths and weaknesses.

Practical constraints are slowing the agentic transformation beyond automation. Efficiencies are still the primary value-add, with agencies and adtechs looking to offset a greater infrastructure cost burden.

The end-to-end platform model continues to win: the arena for competition is now shifting towards commerce and control of user access points as scale and data advantages persist.

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AI and online marketplaces: OpenAI commercialises discovery

26 August 2026

AI assistants are aiming to break the link between aggregation and discovery. Tangible utility is still the best defence for the online marketplace model that derived value from owning discovery within specific verticals (vehicles, properties, jobs, online resale).

For OpenAI, integrating with the marketplace ecosystem is a chance to broaden its commercial relevance to users across sectors without undue risk.

The expansion of programmatic and the rise of chatbot advertising formats further break down the distinctions between display, search, and classified advertising, promoting both competition and opacity.

Access report

  • Online advertising adapts: Chat the centre of transformation

    23 October 2026

    The pursuit of AI-native advertising formats has landed on chat as the most feasible route to add value, although the effect is to amplify existing strengths and weaknesses.

    Practical constraints are slowing the agentic transformation beyond automation. Efficiencies are still the primary value-add, with agencies and adtechs looking to offset a greater infrastructure cost burden.

    The end-to-end platform model continues to win: the arena for competition is now shifting towards commerce and control of user access points as scale and data advantages persist.

    Access report

  • AI and online marketplaces: OpenAI commercialises discovery

    26 August 2026

    AI assistants are aiming to break the link between aggregation and discovery. Tangible utility is still the best defence for the online marketplace model that derived value from owning discovery within specific verticals (vehicles, properties, jobs, online resale).

    For OpenAI, integrating with the marketplace ecosystem is a chance to broaden its commercial relevance to users across sectors without undue risk.

    The expansion of programmatic and the rise of chatbot advertising formats further break down the distinctions between display, search, and classified advertising, promoting both competition and opacity.

    Access report