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Microsoft features Thrad CCO on agentic commerce
The piece ran on the Microsoft Advertising blog as part of a series on how AI is changing the commercial layer of the web — the point at which discovery, recommendation and purchase stop being separate steps.
Agentic commerce is the case Thrad has been making from the advertising side: when an assistant is doing the comparing and the shortlisting, the question is no longer how to get a user to a product page, but how a brand earns its place in the answer.