What should brands control in agentic commerce?
Answer
Brands should focus on seven forms of control: product truth, brand representation, distribution, customer relationships, economics, permissions and governance. The objective is not to control every interaction. It is to know which capabilities are essential to enterprise value and which can safely be delegated.
Why this matters
Control becomes most important where external dependency can affect economics, customer trust or strategic flexibility.
What management should examine
- Apply the control model across all seven dimensions.
- Identify unmanaged dependencies.
- Identify required intervention rights.
- Connect controls to economics.
What good looks like
The company knows which control it retains, which it deliberately delegates and why the economics justify the trade.
Related questions and resources
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