How is AI shaping the future of online retail? Jovan Protić, CEO of idealo, discusses this topic with Verena Gründel on the DMEXCO podcast.
The focus is on how agentic commerce will change our shopping behavior: Will AI agents take over the entire purchasing decision-making process in the future, or will shopping remain more than just a functional process for people?
Jovan Protić shares his insights on why, despite the current AI hype, he doesn’t believe in a fully automated shopping world. For him, trust remains the decisive factor when it comes to money and purchasing decisions. At the same time, he explains why brands are becoming even more important in the age of AI.
„There will be some group of people who will also outsource the full journey to agents and say: ‘Just go there and buy this for me now.’ Even though I don’t think this will apply to 100 percent of people. I’d even say it probably won’t be more than 30 to 40 percent of people who are buying online today.“
Why Trust Is Becoming the Most Important Currency in Commerce
In this podcast, you’ll learn why idealo aims to evolve from a traditional price comparison site into an AI-native platform, and what role trustworthy data will play in the future of digital commerce.
Jovan Protić also discusses his time in Silicon Valley, the differences between European and American innovation cultures, and why companies today need to test and scale AI more quickly.
Another topic: Decision Media. Protić explains why traditional retail media models are reaching their limits and why, in the future, purchasing decisions will need to be influenced even before the actual checkout.
Questions surrounding AI shopping assistants, ChatGPT integrations, and the future of platforms like Amazon are also discussed. The idealo CEO explains how retailers and brands can prepare today for the next stage of e-commerce evolution.
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