Interpublic Group just rolled out a cutting-edge Agentic AI system for e-commerce—and early tests show a double-digit spike in sales. Here’s how it works and why this could reshape how brands navigate the digital shelf.
In a bold step to stay competitive amid revenue declines and an evolving retail landscape, Interpublic Group (IPG) has unveiled Agentic Systems for Commerce (ASC)—a next-generation AI-powered unit designed to revolutionize how brands manage their presence across online platforms.
Key Takeaways:
- IPG’s Agentic AI tool is already being piloted by 20+ major brands.
- It delivers real-time insights on product visibility, pricing, and inventory.
- Pilot users report double-digit sales growth since adoption.
- Tool could help IPG open new revenue streams beyond media/marketing.
- Comes ahead of IPG’s $100B+ merger with Omnicom, boosting AI synergies.
Agentic AI: From Buzzword to Business Booster
The term “agentic AI” has been thrown around a lot lately, but IPG’s execution brings it down to earth with tangible business results. Rather than serving up vague insights, ASC puts real-time data to work—analyzing digital shelf presence, product searches, competitive positioning, and even inventory levels across platforms. It’s a unified dashboard for the fragmented world of e-commerce.
ASC’s real magic lies in what it does behind the scenes: integrating first-party and third-party commerce data (thanks in part to IPG’s acquisition of Intelligence Node) to offer a bird’s-eye view of product performance. The system uses agentic models that don’t just react—they adapt and optimize strategy dynamically across digital channels.
And it’s not just hype. Over 20 brands are already piloting ASC, and IPG reports double-digit increases in sales during initial testing. At a time when many retailers are drowning in data and underwhelmed by results, this is a big deal.
A Strategic Pivot Amid Declining Revenue
For IPG, the launch couldn’t come at a more crucial time. The company recently announced a 6.6% drop in Q2 revenue—a tough pill for a legacy media giant. But ASC may be the lifeline it needs.
“We believe products like ASC can become a new revenue stream for us,” said IPG CEO Philippe Krakowsky. “It’s another way we can use AI to scale our expertise and expand our business beyond media.”
In a recent earnings call, Krakowsky hinted at even greater AI synergies on the horizon if IPG’s proposed merger with Omnicom closes as expected. “Our strengths in AI and commerce tech are highly complementary,” he said.
Leadership That Understands Commerce and AI
The ASC project is being spearheaded by Dr. Jeriad Zoghby, IPG’s chief commerce strategy officer, who brings deep expertise from his previous role at Accenture. He’s joined by Yaniv Sarig, Global Head of AI Commerce, who came onboard after IPG’s $100M acquisition of Intelligence Node in December 2023.
Together, they’re building not just a product, but a commerce intelligence system that’s changing the game for brand managers and marketers alike.
Conclusion
In a time of digital chaos, IPG’s Agentic Systems for Commerce brings much-needed clarity. The initiative could redefine what performance marketing looks like—and offer IPG a strategic edge as it navigates industry transformation and prepares for a mega-merger.