One of the big questions of the moment in AI is whether we are experiencing a REvolution or an Evolution when it comes to whether new technologies will enhance the decisions eCommerce practitioners make in their day-to-day roles, or whether it will soon take over many of the decisions practitioners make.
Join Andy Hoar, Brian Beck, and HCL’s Brian Gillespie as they try to bust the myth that AI be making all of our decisions for us.
The Mythbuster will discuss:
– Can Agentic AI agents build dynamic experiences on the fly based on multiple factors (e.g., weather, inventory demand, etc.) for buyers?
– Will all the elements of experience design be automated?
– Have we reached the end of complex, cumbersome pricing rules because pricing will be dynamic?
– Are we getting to a point where AI understands the context of human relationships?
Don’t have time to watch? Here’s what you missed:
The topic is whether AI—and specifically generative AI—will revolutionize or simply evolve decision-making in B2B commerce.
The focus is on agentic AI, which Andy defines as AI that not only analyzes but also takes action. Agentic AI could, for example, analyze something, create a webinar, develop a PowerPoint, send invitations, track attendance, send follow-ups, and even gather feedback—essentially taking on many traditionally human-driven tasks. Andy notes that agentic AI can produce and distribute content, target audiences, and even measure results, potentially transforming how B2B companies engage with customers.
Brian and Andy argue that this is more likely to be an evolution—where humans continue to lead decision-making, supported by AI. However, their guest, Brian Gillespie from HCL Software, argues that this change will be more revolutionary.
Brian Gillespie agrees with their definition of agentic AI but adds that agentic systems also communicate with each other. He references Google’s new agent-to-agent (A2A) protocol, which enables agents to interact across companies and industries. He envisions a future where armies of AI agents collaborate and make decisions.
Andy poses their first question about pricing, which is complex in B2B due to contract pricing and negotiated deals. Brian Gillespie believes AI will handle much of this automatically. He explains that many pricing decisions are based on established business rules, so AI agents can apply those rules and make quick decisions—such as offering discounts based on real-time market data—without human involvement. He suggests that humans should focus on more complex, non-routine decisions.
Andy challenges this, noting that many professionals have spent years mastering pricing strategy. Brian counters that industries evolve, just as automobiles evolved from coal and steam to electric engines.
They then explore UI and UX design. Brian Beck asks how AI might make real-time decisions about the user experience on a website. Brian Gillespie points out that with tools like Lovable.com, websites can already be dynamically generated in minutes. He envisions a future where websites are continuously re-rendered in real-time based on new data inputs, greatly increasing engagement and conversion rates. While static elements will remain, much of a website—especially search result pages—will become dynamic. Brian Beck suggests this still sounds like evolution, not revolution. Gillespie insists the scale and speed of the change will make it revolutionary.
Andy then raises the point of whether AI will make browsers obsolete if agents are doing the buying and selling. Gillespie passionately argues for a future beyond browsers, where voice interfaces and AI agents handle transactions directly. He encourages developers to “design to kill the browser” and suggests the role of merchandising will evolve too. Instead of curating product lists based on demographics, personalization will leverage real-time data and external factors like news and weather, dynamically adjusting recommendations.
On measurement and KPIs, Brian Beck asks whether machines will also set and track goals. Gillespie says yes, AI will drive business objectives by analyzing historical and real-time market data to recommend growth targets and business strategies faster and more accurately than humans can.
Beck challenges whether AI can handle the contextual and interpersonal factors that influence decisions, such as long-term customer relationships or organizational dynamics. Gillespie responds that while technology evolves, organizations must “revolutionize” their tech stacks to remain competitive. Those that fail to act quickly will fall behind.
They discuss the adoption curve, noting that B2B companies are traditionally slow to change. Gillespie believes the generational shift will be the forcing function, as younger professionals entering the workforce will expect automated, AI-driven processes. He emphasizes that younger generations, who grew up with instant gratification through platforms like TikTok, will demand faster, more efficient systems.
Beck and Andy point out that despite the long-standing expectation for B2B companies to adopt e-commerce, many still haven’t. Gillespie counters that while many companies may slowly evolve, the 10% that embrace these changes quickly will grow exponentially and lead the market.
They hold a poll during the session, which shows more participants believe AI will revolutionize decision-making rather than merely evolve it. Andy concludes that while the technology is revolutionary, the real question is whether companies can adapt their processes fast enough to take advantage.