Key stat: Nearly all (92%) commerce media leaders in the US, UK, and Germany are likely to invest in agent-specific measurement and diagnostics in the next two to three years, the leading agentic AI use case among those surveyed, according to April 2026 data from Koddi.

Beyond the chart:

• The top current AI use cases in the US include creative generation (74%), workflow automation (70%), and planning/forecasting (64%), per Koddi.
• Commerce media leaders in the US are most comfortable delegating decisions to AI agents, with human override, when adjusting creative variants/formats (96%) and optimizing budgets within agreed limits (94%). But they’re far less comfortable (74%) with AI agents launching entirely new campaigns without human review, found Koddi.

Use this chart: If you're building a commerce media or retail media strategy, don't treat agentic AI as just another advertising channel. Prioritize investments in measurement, data infrastructure, and AI visibility now, so your organization can understand how autonomous agents discover, rank, recommend, and ultimately transact on behalf of consumers before these behaviors become mainstream.

Related EMARKETER reports:

• The State of Retail Media Advertising in Europe 2026 (EMARKETER subscription required)
• Commerce Media Trends to Watch in 2026 (EMARKETER subscription required)

Methodology: Data is from the Koddi report "The State of Agentic Commerce (Media): How Agentic AI is Reshaping Control, Value and Monetization." 150 senior commerce media leaders from the US, UK, and Germany (n=50 per country) were surveyed by The Human Instinct during March-April 2026. The sample was split evenly between supply side (commerce media networks, retail media networks, and retailers) and the demand side (brands and media agencies).