Roxane Laigle speaks at Mastercard event

Roxane Laigle, CEO and co-founder of Lemrock, will discuss "What will tomorrow's purchases look like with agentive commerce?" at the Mastercard Innovation Forum on November 5. Lemrock is a company that helps brands connect with AI agents, allowing products to be sold directly through conversational interfaces like chatbots.

Agentive commerce faces key challenges

Laigle outlined several challenges facing the growth of agentive commerce. These include building consumer trust, defining responsibility when AI makes errors, and dealing with unclear regulations. Payment standards are also inconsistent, with different rules in Europe and the United States, making it hard for businesses to adapt.

Businesses may need tech partners

Laigle suggested that both small and large e-commerce merchants may need to work with technology partners to adopt agentive commerce. Small businesses, in particular, may rely on specialized partners due to limited resources, while larger companies might outsource technical work to stay competitive as the technology evolves rapidly.

Future of shopping may shift to AI

Laigle predicted that consumers might move toward a "zero-click" shopping experience, where purchases happen through AI conversations instead of visiting websites. However, she noted that traditional e-commerce sites will likely remain important in the near future, as shopping habits are deeply ingrained and rely on trust.

Agentive commerce may benefit small merchants

Agentive commerce could level the playing field between small merchants and large brands by emphasizing the relevance of products and their ability to meet consumer needs. This could allow smaller businesses to compete more effectively, even without the same marketing budgets as larger companies.