에이전트형 커머스 : 필수 테크놀러지 구입 가이드(구입 전 알아야 할 사항)

This IDC Perspective discusses:A proposed general definition of "agentic commerce" with simple conditionsThe difference between automation and autonomy, and why you need to understand the distinction before investing in agentic AI for businessThe most common practical pain points reported by buyers of digital commerce technology, some of which can be resolved with AIAn exhaustive accounting of the current competing (and often incomplete) definitions of "agentic commerce" in the public commonsEasy ways to spot what is (and what is not) agentic anythingDebunk common myths and "truisms" about the changing nature of digital discovery and user query intent; we also discuss why this matters a great deal in the context of agentic commerceThe merchant's prisoner's dilemma in the context of LLM-native conversational commerceThe logical fallacy (non sequitur fallacy) that currently plagues "agentic commerce" marketing narrativesWhy B2B digital commerce isn't a natural fit for agentic commerce, eitherAn executive summary of select protocols and direct partnerships as of November 2025"As AI reshapes the top of the funnel, LLM platforms still lack the mature, reliable commerce infrastructure required for seamless transactions," explains Heather Hershey, research director of AI-Enabled Digital Commerce at IDC. "Companies must balance traditional SEO with AEO for agentic discovery and evaluate carefully whether participating in LLM marketplaces is worth the potential trade-offs in data ownership, margin protection, and long-term strategic control over the customer experience."

Executive Snapshot

Situation Overview

• The Era of LLM-Native Conversational Commerce Is Emerging Now; the Era of Agentic Commerce Is in the (Possibly Distant) Future
  • A General Definition of "Agentic Commerce"
  • While the Language of Agentic Commerce Is Futuristic, the Pain in Digital Commerce Needs to Be Addressed Now
  • Other Major (Sometimes Contradictory) Competing Definitions of Agentic Commerce
    • Regardless of Your Definition, When Seeking Durable Meaning from the Term Agentic, the Focus Should Be on What Is Actually Being Done by the AI Agent
    • To Be Truly "Agentic Commerce," the "Agent" Making Purchase Decisions Is a Bot Acting on Behalf of a Consumer (B2C/DTC) or Business (B2B)
    • So Why Haven't Merchants Hooked Up to the Native Carts in the LLM?
  • Agentic Discovery Versus Commerce: Follow the Query Intent
    • Customer Intent Is Crucial to These Conversations
    • "Agentic Commerce" Is Currently Marketed for B2C Commerce, But Many Thought Leaders Suggest That It Will Find Its True Home in B2B
    • Furthermore, as Mentioned Multiple Times in This Document: In AI, Automation and Autonomy Are Not the Same Thing
    • Executive Summary of Select Protocols and Direct Partnerships as of November 2025

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