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This WTF guide, sponsored by Talon.One, explores how brands can make their loyalty and promotions agent-ready, as agentic commerce evolves from a theoretical concept into practical applications, and AI agents begin to handle the end-to-end shopping journey for consumers.

Agentic commerce has quickly become a hot industry topic, as the technology evolves from a theoretical concept into real-world applications that commerce teams are actively testing and deploying. Major technology companies such as Google and OpenAI are racing to embed AI agents into their search, browsing and checkout experiences, and those agents are expected to soon handle the end-to-end shopping journey for consumers.

This marks a fundamental shift in how shoppers discover, evaluate and purchase products. By 2030, agentic AI is projected to account for 15%–25% of total U.S. e-commerce, according to Bain & Company — an indication that businesses won’t truly be omnichannel unless they have incorporated agentic shopping experiences. 

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This year’s Digiday Content Marketing Awards finalists are creating interactive experiences and leaning on immersive storytelling to foster loyal audiences and build deeper connections. Dedicated channels and content ecosystems are enabling brands to better service niche audiences, while localization and multilingual content are helping brands connect with consumers worldwide. Finally, cross-platform strategies allow advertisers to maximize reach and reinforce brand messages.

For instance, in the Best Branded Content Site – B2C category, nominee Ford partnered with Google Maps and Outside to bring the 5,900-mile TransAmerica Trail to Street View for the first time, creating a branded content experience that combined adventure storytelling with practical utility. The campaign followed an expedition powered by Ford Bronco, Expedition and Ranger vehicles, documenting the journey through hero videos, local talent and Google Maps experts. An interactive destination allowed audiences to explore the trail through Street View while learning about the vehicles, technology and people behind the project. Distributed across Outside Online, Outside TV, social media and premium display placements, the campaign successfully connected with outdoor and adventure audiences. 

In the Most Impactful Campaign category, Amazon Prime Video is a finalist for its strategy to build anticipation for the final season of “The Summer I Turned Pretty.” Prime Video and Little Dot Studios transformed YouTube into a communal viewing destination, releasing full episodes from the first two seasons as scheduled “Watch Party” events, leveraging live chat, community posts and cross-platform promotion. The strategy generated record-breaking results for the channel, driving a 164% increase in organic watch time and attracting 73,000 new subscribers. The campaign also delivered 28 million views, the majority from non-subscribers, while generating more than 67,000 clicks back to Prime Video.

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