Agentic Search - Rewriting the Retail P&L

​A CFO breakfast to explore how AI-driven search and agentic commerce are starting to change the economics of Retail.

• ​Thursday 16 April | 8.30am

• ​The Riding House Cafe - Fitzrovia

• ​We’re keeping it small; 12 CFO/FDs from enterprise Retailers.

​Over the past six months, consumers have moved beyond using AI for recommendations and are increasingly trusting it to execute full shopping journeys, from discovery through to checkout. Capital One research reports that 76% of consumers now want AI-powered shopping assistants.

​The impact is already measurable. On Black Friday 2025, AI agents drove $14.2bn in global online sales. Amazon reports that customers who used Rufus were 60% more likely to complete a purchase, with the AI assistant on track to generate more than $10bn in incremental annualised revenue.  

​This shift is being reinforced at the platform level. Leading LLMs, including Gemini, Google AI Mode and ChatGPT, now support transactions inside their interfaces. Morgan Stanley estimates agentic commerce could account for $385bn in US e-commerce revenue by 2030. 

​For CFOs, this shift raises important questions to take back into internal investment and planning conversations:

• ​Which parts of our current marketing and acquisition model may become less effective as AI intermediates discovery?

• ​Where does GEO appear to be emerging as a competitive requirement versus an experimental spend?

• ​What assumptions around growth, conversion and channel mix may need re-examining over the next 12–24 months?

​Over breakfast, Max Sinclair (former Amazon search leader and Founder of Azoma) will share how large global brands are responding in practice…focusing on how discovery is changing, how teams are adapting, and what early signals CFOs should be aware of.

​This isn’t a sales session... it’s a peer-level discussion for CFOs navigating the next shift in Retail economics.