As agentic AI takes on a growing role in how consumers discover, evaluate and purchase products, what does this mean for brands—and how can marketers prepare?
In a new episode of The WARC Podcast, host Anna Hamill is joined by PHD Worldwide Chief Strategy Officer Rohan Tambyrajah and WARC Chief Content Officer David Tiltman to explore findings from PHD and WARC’s latest research, From Abundance to Agents: How the Delegation of Choice Is Transforming Marketing.
The conversation examines how consumers are beginning to delegate discovery, planning and purchasing decisions to intelligent agents, with AI-facilitated consumer spending projected to grow from $944 billion in 2026 to $3.35 trillion by 2030.
Rohan and David discuss the “abundance problem” driving this shift, the changing path to purchase and the report’s Four Modes framework for helping brands influence both people and the technology increasingly supporting their decisions. They also explore why brands must remain emotionally meaningful to consumers while becoming structured, consistent and readable to machines.
Listen to Agentic AI and the New Delegation of Consumer Choice on Apple Podcasts, Spotify or YouTube.
Visit WARC to explore the full podcast and learn more about the research.
