"The Head Will Automate Quickly. The Heart Will Take Longer."

This might be the most honest assessment of agentic commerce I have read this year.

AI agents will dominate rational purchasing decisions: price comparisons, feature matching, logistics, replenishment.

But for aspirational, identity-driven purchases — fashion, art, luxury, lifestyle — human curation still matters.

The strategic question for brands: Is your product a "head" purchase or a "heart" purchase?

Because the marketing playbook for each is about to diverge completely.

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