Agentic Commerce: When AI Agents Start Shopping for Us

In a world of AI, digital badges, and rapid upheaval, is the marketing degree obsolete or more valuable than ever? Andreas Munzel and Christina dive into new data, expert opinions, and surprising research on marketing careers, education, and the future of entry-level roles. They unpack the realities behind the hype—and what it means for aspiring marketers, business leaders, and educators.

Vlerick Professor Andreas Munzel and co-host Christina unpack how AI agents inside tools like ChatGPT are moving from product recommendations to actually completing purchases. They explore how this rise of agentic commerce reshapes the 7A customer journey and what it means for brands, retailers, and digital marketers who don’t want to lose the customer relationship to AI.

In this special episode of The Customer Code, Christina and Andreas Munzel explore marketing's vital financial role. Andreas reveals why marketing must be seen as a strategic investment in "customer capital" driving long-term shareholder value. Learn how financially savvy marketers use data and transparent disclosures to build confidence, bridge silos, and unlock true business growth.

Google’s AI Max and Meta’s Advantage+ are changing how we target, message, and spend. In this episode of The Customer Code, Christina and Andreas explore the tension between automation and control—and what it means for marketers navigating today’s AI-powered tools.

AI is reshaping how customers find and trust brands online. In this episode of The Customer Code, Christina and Andreas dive into the rise of AI-powered search tools like Google AI Overviews, Perplexity.ai, and Bing Copilot - and what they mean for brand visibility. Traditional SEO is no longer enough. Discover why being ranked isn’t the goal anymore, why inclusion in AI-generated answers is the new metric for success, and how brands can adapt to stay relevant in an answer-driven world. Clear insights, no hype; just what you need to navigate the future of search.

In this episode, Andreas and Christina discuss the evolution from Kotler's 5A framework to the 7A model by Vlerick Business School, emphasizing its impact on customer retention and loyalty. They share insights into how companies like Unilever implement post-purchase strategies and explore innovations like AI-powered tools to refine customer interactions. Join us for expert advice and case studies on enhancing advocacy and engagement through the 7A framework.

AI-powered chatbots are transforming how businesses interact with customers, offering hyper-personalised experiences while raising complex ethical and regulatory challenges. In this episode, we explore the delicate balance between AI-driven personalisation and consumer privacy, the ethical dilemmas of chatbot decision-making, and the evolving regulatory landscape. How much personalisation is too much? When does AI cross the line into manipulation? And how should businesses prepare for tighter AI governance? Join us as we break down the future of AI chatbots and what it means for businesses, regulators, and consumers.

Chatbots are no longer just customer support tools—they are becoming key drivers of sales, marketing, and customer engagement. But when do consumers actually prefer AI over human agents? In this episode, we explore how chatbots can boost conversions, why AI often outperforms humans in transactional and sensitive contexts, and the power of subtle AI cues like interjections in making digital interactions feel more engaging. We also discuss the augmentation vs. substitution debate—should businesses replace human agents with AI, or does a hybrid approach work best? Tune in to discover how businesses can strategically deploy chatbots to drive growth and customer satisfaction.

This episode explores the benefits and risks of making chatbots more human-like. Many businesses assume that giving chatbots human traits—such as personalities, emotions, and natural conversation patterns—will increase engagement. But does this always work? We discuss when anthropomorphism enhances trust and when it creates discomfort, the risks of the "uncanny valley," and how chatbot gender and self-congruence influence consumer interactions. Learn best practices for designing AI-powered chatbots that feel engaging without misleading users.

This episode explores the factors shaping consumer trust in AI-powered chatbots. Chatbots promise efficiency, cost savings, and scalability, but many consumers remain sceptical. We discuss why trust in chatbots breaks down, the impact of AI disclosure, and how businesses can design chatbots that foster long-term engagement. Learn actionable strategies for chatbot transparency, error management, and context-aware AI to build customer confidence in digital interactions.