Attend Forrester's Agentic Commerce Workshop To Ensure That You're Asking The Right Questions

Are You Asking the Right Questions About Agentic Commerce?

The commercial landscape is undergoing one of its most significant transformations in decades, and at the center of that shift is a concept that is simultaneously energizing and confusing business leaders across every industry: agentic commerce. AI-powered agents are no longer a distant theoretical prospect. They are actively reshaping how consumers discover products, make purchasing decisions, and complete transactions — often without a human being directly in the loop at all. For companies eager to capitalize on this shift, the first and most important challenge is not finding the right technology. It is asking the right questions.

That is precisely the premise behind Forrester's upcoming workshop, "Catalyze Agentic Commerce — How To Move From FOMO To Focus," taking place at Forrester's CX Forum East in New York City and CX Forum West in San Francisco this June. If your organization has been watching the agentic AI space with a mixture of excitement and uncertainty, this workshop is designed specifically for you.

What Is Agentic Commerce and Why Does It Matter Right Now?

Before exploring what the workshop offers, it is worth grounding ourselves in what agentic commerce actually means and why it has captured so much attention in 2025. Agentic commerce refers to the use of autonomous AI agents — software systems capable of perceiving their environment, making decisions, and executing multi-step tasks — to facilitate, streamline, or entirely automate commercial interactions. These agents can browse product catalogs, compare pricing, negotiate terms, complete purchases, manage returns, and even make personalized recommendations at a scale no human team could match.

For consumers, this means interacting with AI assistants that do the shopping work on their behalf. For businesses, it means rethinking every stage of the customer journey — from discovery and consideration to conversion and loyalty — because the traditional human-driven buying path is being augmented or replaced by machine-driven pathways. The implications touch marketing, customer experience, logistics, pricing strategy, legal compliance, and brand identity all at once.

The challenge is that many organizations are reacting to agentic commerce from a place of fear rather than strategy. They are investing in tools and pilots not because they have a clear vision of where those investments lead, but because they are afraid of falling behind competitors. This is the classic FOMO — Fear Of Missing Out — trap, and it rarely produces the results organizations are hoping for.

From FOMO to Focus: What the Workshop Addresses

Forrester's workshop title, "Catalyze Agentic Commerce — How To Move From FOMO To Focus," signals its core value proposition directly. The goal is not to add to the noise or pile on more hype about what AI agents can theoretically do. Instead, Forrester's analysts and practitioners are gathering to help attendees build the analytical frameworks they need to make confident, grounded decisions about agentic commerce investments.

This means helping leaders distinguish between the questions that sound relevant but lead nowhere and the questions that actually drive strategic clarity. It means examining where agentic capabilities genuinely create value for customers and where they introduce friction, risk, or unintended consequences. And it means developing a roadmap that is calibrated to an organization's actual capabilities, customer base, and competitive context rather than to an industry average or a vendor's pitch deck.

Some of the critical questions the workshop is designed to surface and help answer include:

• Which stages of your customer journey are most ready — and most valuable — for agentic automation today?
• How do you maintain brand trust and personalization when AI agents mediate the customer relationship?
• What governance structures do you need to ensure agentic systems behave in alignment with your business values and regulatory obligations?
• How do you measure the ROI of agentic commerce investments when traditional conversion metrics may no longer apply?
• What organizational capabilities — in data, technology, talent, and culture — do you need to build or acquire to compete effectively?

These are not simple questions with one-size-fits-all answers, and that is exactly why the workshop format — interactive, analyst-led, and grounded in real-world research — is so valuable.

Why Forrester's CX Forum Is the Right Setting

Forrester's CX Forum events have long been considered one of the premier gathering points for customer experience, marketing, and digital commerce professionals. The dual-city format — East in New York and West in San Francisco — reflects both the geographic breadth of Forrester's audience and the recognition that agentic commerce conversations are happening at every level of the market, from global enterprise to fast-growing regional players.

Attending the workshop within the broader CX Forum context gives participants access to a rich ecosystem of related sessions, peer networking, and analyst consultations that can reinforce and extend the workshop's insights. The conversations you start in the workshop room can continue over the course of the full event, giving ideas time to develop into genuine action plans.

Who Should Attend This Workshop?

The workshop is relevant to a broad range of professionals, but it is particularly well-suited for senior leaders in customer experience, digital commerce, marketing strategy, and technology. If you are responsible for making or influencing investment decisions related to AI, automation, or digital transformation, the frameworks and research Forrester brings to this workshop will be directly applicable to your work.

It is also highly valuable for teams that have already begun exploring agentic commerce pilots but are struggling to define success metrics, secure organizational alignment, or scale initial experiments into durable capabilities. Forrester's structured approach can help cut through internal ambiguity and give your team a shared vocabulary and decision-making framework.

The Cost of the Wrong Questions

One of the most underappreciated risks in any emerging technology wave is the cost of misaligned effort. Organizations that ask the wrong questions invest in the wrong capabilities, hire for the wrong skills, and build architectures that have to be unwound at significant expense once the market matures. In the context of agentic commerce, where the underlying technology is evolving rapidly and the competitive stakes are rising with each quarter, asking the wrong questions early can set an organization back by years.

Forrester's workshop is a targeted intervention against exactly that risk. By grounding your agentic commerce strategy in rigorous research and analyst expertise from the outset, you dramatically increase the probability that your investments will compound into lasting competitive advantage rather than dissipating into a series of disconnected experiments.

Register for CX Forum East or West This June

Agentic commerce is not a future trend to monitor from a distance. It is a present reality that is already reshaping customer expectations and competitive dynamics in category after category. The organizations that will lead in this environment are not those with the most enthusiasm or the largest budgets — they are those with the clearest thinking. Forrester's workshop, "Catalyze Agentic Commerce — How To Move From FOMO To Focus," is your opportunity to develop exactly that clarity. Whether you join us in New York or San Francisco this June, come ready to challenge your assumptions, sharpen your questions, and leave with a framework that actually moves your business forward.