Retailers at Shoptalk Spring in Las Vegas this week were desperately seeking an AI playbook. The vast majority of attendees had questions about the hype-versus-reality of agentic commerce, or agent-assisted shopping.

Shoptalk, which ran from March 24 to March 26 at Mandalay Bay, featured a buzzy array of AI announcements from tech giants including OpenAI and Google. Brands and retailers seemed to realize that agentic commerce is a new front door consumers are using, and the conversation moved from “How do we build something?” to “How do we build something useful?”

The buzz around agentic AI started at NRF two and a half months ago, and people at Shoptalk were still looking for answers to questions like: Will people really hand over shopping to AI agents, even if the technology makes it seamless and easy? However, there was still no real consensus.

Keep reading here.—VC

Who ever said that younger generations were impulsive spenders?

RTB House’s 2026 US consumer study “Before They Buy” reveals that 50% of Gen Z customers dwell on what’s in their cart for two or more days before committing to a purchase. Meanwhile, only 24% of boomers reported mulling over their purchasers for that long.

Overall, 40% of new shoppers visit e-commerce sites with a clear item in mind, while the other 60% are simply browsing or have a more flexible intent, suggesting most consumers simply do not know what they want to buy.

And although the younger cohort was giving its purchases a fair amount of thought, the survey, which recorded responses from 1,000 shoppers across the US, also found that both Gen Z and millennials are 50% more likely to spend more in the future versus older generations.

Keep reading here.—JS

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Gwendolyn Maass is SVP of investment and activation at Rise, a full-service media agency that’s worked with retailers and brands like Ulta Beauty, ColourPop, and Stanley Steemer.

How would you describe your job to someone who doesn’t work in retail? The work my team does ensures that consumers see what retailers are selling when, where and how they want to experience it—from social media to CTV to digital boards to print ads and everything in between.

One thing we can’t guess about your job from your LinkedIn profile? My job is all about helping retailers achieve business outcomes, and doing so requires creative solutioning that frequently goes outside of scope. To me, partnership isn’t about buzzwords; it’s about digging in, asking the right questions, and trying ideas that sit just outside the expected. When I treat a client’s problem like it’s mine to solve, that’s when the most creative answers show up.

What’s your favorite project you’ve worked on? Years ago, I was part of the pitch team that won the biggest piece of business in the agency’s history to date. It required months of work and diligence across all disciplines. When we found out we won, I had the privilege of announcing it to the agency. When everyone learned the news, they burst into cheers and applause. It was a total team effort and took every person in our mid-sized agency to get it onboarded and running. We then enjoyed a near-decade-long partnership, which made it all the more rewarding.

Which emerging retail trend are you most excited about right now, and why? Do I have to choose just one? I’m excited to see how AI will continue to impact personalization and the sophistication of loyalty programs—not just in the digital offers presented to customers but also with personal in-store or in-app interactions.

Keep reading here.—EC

Join us at POSSIBLE for a private lunch where the main course is a conversation on what actually breaks through today. We’ll explore how AI is changing the landscape, why creators and communities matter more than ever, and what marketers are doing to keep up. Come hungry for insights (and actual lunch).

Gen Alpha doesn’t need wallets to move markets. Nearly half of household spending in the US and UK is now influenced by the youngest generation. Explore what shapes their opinions, why friends and family matter more than ads, and how brands may need to rethink how they reach tomorrow’s consumers.