At NRF 2026, agentic AI was everywhere. At SAP, we’re moving beyond the hype and turning AI into real, scalable outcomes. Agentic AI represents a fundamental change in how commerce works, reshaping discovery, payments, fulfillment, and long-term customer loyalty.
Our vision for agentic commerce is bold. In our latest video, we showcase a future where humans and AI agents collaborate to drive intelligent recommendations, proactive operations, efficient business processes, and deeper customer relationships. While this vision points forward, SAP’s focus is firmly grounded in helping retailers take practical steps today. This isn’t about flashy demos of a distant future—it’s about building the foundation now for how consumers will buy and retailers will sell in the years ahead.
Unlike traditional AI systems that respond to prompts, agentic systems act on intent. They learn from preferences, make proactive recommendations, and can complete transactions on a shopper’s behalf. These agents are increasingly becoming the starting point of the buying journey, reshaping how brands compete for visibility, trust, and loyalty.
This evolution introduces both opportunity and risk. As AI agents mediate more interactions between brands and consumers, retailers must rethink how they capture intent, transact with agents, and deliver post-purchase experiences that reinforce trust.
