In Tech Strategy Podcast 302, digital AI strategy consultant Jeffrey Towson examines what happens to Amazon, Alibaba and brands when agents do the buying, identifying Grok bot and AI assistants as the iPhone moment for agentic commerce. Buyers increasingly delegate shopping decisions, causing many brands to lose human customers, attention, data and brand equity while needing to sell to agents, with wins limited to areas humans do not delegate. Agents weaken marketplaces like Amazon but strengthen platforms such as YouTube and payments, and Alibaba remains ahead of Amazon in most agentic commerce capabilities as part of digital AI transformation strategy.





