by VML Commerce

We are a multidisciplinary team — consultants, creatives, and tech experts — entirely dedicated to Agentic Commerce. Our mission: to help your brand stay visible, chosen, and desirable in the age of AI agents.

Agentic commerce is not a buzzword, not for your customers, and not for us.

37% of consumers already say they are ready to let an AI handle their purchases autonomously — including delivery and payment. Between 3 and 5 trillion dollars in revenue will be orchestrated by AI agents by 2030. This is not a distant trend — the transformation is happening now.

Take a look at our report Future Shopper 2025

Brands that fail to anticipate this shift risk silent disintermediation. Those that act now, with a clear methodology, are building a lasting competitive advantage. That is exactly why we are here.

Agentic Commerce LP Video

The Challenges of Agentic Commerce

Many brands continue to optimize for traditional customer journeys, while agentic AI is fundamentally reconfiguring discovery, comparison, and purchasing.

Teams don't know where to start: what data to prepare, what content to restructure, what platforms to prioritize. The absence of a roadmap paralyzes action at a time when moving fast is decisive. Gartner, 2025: "40% of agentic projects will be abandoned by 2027, not due to lack of ambition, but due to lack of methodology."

Brands that are not understood or not trusted by agents are excluded from their shortlist. A consumer is exposed to thousands of products on a website. They will only see 1 to 5 through their agent. If the AI doesn't cite you, the human won't find you.

Optimizing click-based journeys in a world where agents decide upstream means investing in yesterday's infrastructure. AI reconfigures discovery before the consumer even visits your site. Forrester, Digital Commerce 2025: "More than a third of customers in Europe already use chat, yet only 20% of brands plan to invest."

MCP, A2A, UCP, ACP: protocols are multiplying. Building a system that serves both agents and humans is a considerable challenge, and the window to get ahead is closing. Gartner, 2025: "Only 5% of GenAI tools reach production, due to tools that fail to retain context."

Without a clear strategy, the direct relationship with your customers is captured by third-party super-agents. Loyalty, first-party data, merchant of record status: everything is back in play without teams seeing it coming. Forrester, Predictions 2025: "Brands must actively manage their visibility in agentic interfaces, or face silent disintermediation."

OUR ANSWER : Agent-Ready Commerce. Human-Ready Experiences.

VML designs your entire commerce strategy and stack so that agents understand, trust, and recommend your products, while engaging humans with authentic experiences across all channels.

The VML conviction: "By the time the consumer lands on your site, the agent has already decided."

The Agentic Commerce landscape will be won on two simultaneous and indispensable tracks: one to build human preference, the other to make your infrastructure readable by bots.

Our offerings to make your brand eligible for agents and desirable for humans.

Audit Agent Readiness

Measure your agentic maturity, benchmark it against your competitors, and leave with the 3 priorities to enter the shortlist of AI agents.

Services:

  • AEO / GEO / MCP audit
  • Agentic Maturity & benchmarking
  • AI and agentic roadmap
Brand Authority For AI

Increase your Share of AI Recommendations by making your brand the reference that AI agents know, cite, and recommend.

Services:

  • AEO / GEO Strategy
  • AI Content Strategy
  • PR & AI Influence Action Plan
  • Rufus Audit and Action Plan on Amazon
Interact

03 · Interact

Business teams from Day 1: every conversation is a potential transaction.

We design the intelligent experiences that agents and customers encounter at the decisive moment, from conversational commerce to generative UI. This workstream belongs to business teams, not the IT department: we integrate them from day one, because an agentic transformation without organizational alignment produces nothing.

Transact

04 · Transact

Human in the loop: agents don't visit your pages, they query protocols.

We connect your commerce and payment rails via MCP, UCP, and ACP so that agents can purchase on behalf of your customers, within authorization scopes defined upfront. Humans don't intervene on every decision — only on critical thresholds and sensitive cases: this scope is defined before deployment, never after the first incident.

Grow

05 · Grow

The challenge is to go ahead now.

We measure your Share of AI Recommendations, optimize continuously, and build the next blocks so that your agentic advantage grows stronger as surfaces, protocols, and agents evolve.

OUR ACHIEVEMENTS

VML sits at the unique intersection of creative experience and commerce technology. We build a connected commerce ecosystem to make brands eligible for agents and desirable for humans.

Our difference: connecting technology and creative innovation with a commercial vision. Our expertise is proven in practice.

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The VML Agentic Commerce report series

VML publishes a series of reference reports on Agentic Commerce. Each installment addresses a key dimension of the agentic transformation, from the discoverability challenge to loyalty building in a customer journey entirely driven by AI.

the new rules of discovery

The New Rules of Discovery

This first installment tackles the challenge of the shrinking digital shelf. It explains how AI has become the new authority for product recommendations, with a concrete action plan to avoid being left behind.

agentic engagement

Agentic Engagement

This second installment explores how brands win engagement once discovered, across the multiple AI surfaces, on-site agents, generative UIs, and semantic search tools that now stand between the customer and the purchase.

Abstract image with swipes of colours of blue, peach, and pale green. White text reading 'Coming Soon!' over the top in the centre.

Convert and Retain

This third report takes an in-depth look at how artificial intelligence is redefining the end-to-end customer journey, what this means for brands, and the critical actions to take to get ahead in this new era.

 

 

LAUNCHING JUNE 15TH

Abstract image with waves of colours in blue, green, and yellow. White text reading 'Coming Soon!' over the top in the centre.

The Complete Journey

Our fourth strategic reference guide covers the full agentic journey and examines the systems, experiences, and operational foundations needed to win in an AI-driven market: trust, governance, payments, observability, customer experience, and loyalty.

 

LAUNCHING JUNE 22ND

Our Leadership

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Emmanuelle Evette

Head of Commerce & Digital, VML France

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Franck Liso

Chief Technology Officer, VML France 

portrait tiphanie serrano

Tiphanie Serrano

Consulting Director, VML France

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