Commerce architecture debates optimize for the wrong thing entirely. The only question that matters is whether your platform delivers outcomes or just complexity.

Media and Entertainment platforms have world-class audience intelligence and content operations that were built for someone else's audience entirely.

The shift from conversion rate optimization to agent-readiness is an operational programme, not a marketing one, and technology companies that understand the difference will close faster.

AI assistants are already directing high-intent shoppers, and most of your retail buyers have not yet defined what makes them eligible for the shortlist.

Unified commerce built the infrastructure; AI makes it intelligent enough to actually work at scale.