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1、Europes agentic commerce moment:Decision influence is here;execution is comingA new survey shows that European consumers are using AI to shape what they buy,but not how they buyat least not yet.This article is a collaborative effort by Katharina Schumacher,Marcus Keutel,and Philipp Kluge,with Kathar

2、ina Giebel and Tiffany Wendler,representing views from QuantumBlack,AI by McKinsey.March 2026Before a European consumer purchases a product,an AI tool may already have narrowed the field to three optionsand explained why one of them failed to make the cut.This is the near-term reality of agentic com

3、merce:AI-mediated discovery and evaluation are scaling quickly,even as full autonomy remains limited.While fully autonomous bots are not buying everything on our behalf,AI is fast becoming the primary interface for discovery,comparison,and recommendationthe point in the consumer journey where prefer

4、ences form and winners emerge.The stakes are considerable:McKinsey research estimates that by 2030,agentic commerce could orchestrate$3 trillion to$5 trillion globally,1 as AI agents increasingly influence discovery,decision-making,and transactions across categories.Given Europes share of global con

5、sumption,even moderate adoption scenarios would translate into material impact across European retail and consumer sectors.For leaders,the strategic question is shifting.Its no longer simply“How do we convert customers?”Its“How do we remain visible and persuasive when the first customer in the funne

6、l is not a human,but an AI agent?”When evaluation moves into AI-mediated interfaces,traditional levers such as placement,advertising,and user experience matter less than whether an offering is retrievable,comparable,and defensible in an AIs logic.New consumer research from France,Germany,and the Uni