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‘When AI Shops:’ A Guide to Marketing in the Age of AI Agents

‘When AI Shops’ is the new book on agentic commerce by Geoff Gibbins. Photo: Amazon

Book Spotlight: The Future of Commerce is Agentic

In the time it took you to perfect your marketing funnel, the game changed. While brands are still fighting for clicks, a new player has entered the chat: The AI Agent. (Amazon, 2026)

In his new book, When AI Shops: Agentic Commerce and the Revolution in How We Buy and Sell, author Geoff Gibbins explores a world where machines aren’t just suggesting products, they’re buying them.

The Reality Check

The digital landscape is shifting beneath our feet. Consider these startling shifts:

  • The Search Shift: Over two-thirds of Google searches now end without a single click to a website.
  • The Revenue Driver: AI already influences 35% of Amazon’s total revenue.
  • The New Storefront: With 800 million weekly ChatGPT users, consumers are bypassing traditional SEO and buying directly within AI interfaces.

“Agentic commerce isn’t coming. It’s here.”

What You’ll Discover

This isn’t just a book about problems; it’s a manual for the solution. Gibbins, who has advised giants like Coca-Cola, Nestlé, and Mastercard, provides a roadmap for the “two-sided web.”

Key Takeaways:

  • The Death of the Funnel: Why the traditional purchase funnel is being replaced by a five-capability flywheel: Learn, Anticipate, Explore, Influence, and Transact.
  • Optimizing for Machines: How to create content for AI agents without losing your human audience.
  • The Scarcity Paradox: Why “limited time offer” messaging—which works on humans—actually reduces AI recommendations.
  • Strategic Roadmaps: Practical steps for both personal and organizational transformation.

Why This Book?

Unlike theoretical deep dives, When AI Shops is built on hard-won insights from 2024–2025 market data and real-world pilot projects. It offers specific frameworks and “early warning indicators” to help business leaders track the shift in real-time.

The Bottom Line: Read the book. Understand the change. Act while a competitive advantage is still possible.

About the Author

Geoff Gibbins is the Founder of Human Machines, a transformation company focused on the intersection of AI and human ingenuity. With nearly 20 years of experience, including a tenure as Managing Director at Accenture, Geoff has built AI-powered systems for brands like Walmart and Vanguard. He holds Master’s degrees from Oxford and Imperial College London and resides in Manhattan.

Ready to dive deeper into the world of Agentic Commerce?

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