Idealo’s CEO Jovan Protić on the Future of Agentic Commerce

Will consumers soon outsource their entire shopping
journey to AI agents? Jovan Protić, CEO of
Idealo, answers this question in the latest
DMEXCO Podcast with Verena Gründel about the
future of e-commerce in the age of AI. They discuss agentic
commerce, AI-powered shopping assistants, trust in AI
purchasing decisions, and why brands matter
more than ever in an automated
world.  




Jovan also shares insights from Silicon Valley, explains
Idealo’s vision of becoming an AI-driven platform, and
introduces the concept of “Decision Media” as the next
evolution of retail media. 




Jovan Protić leads one of Europe’s best-known price
comparison platforms at a time when AI is rapidly transforming
online commerce. Before becoming CEO of
Idealo, he spent several months in Silicon
Valley studying how artificial intelligence would reshape
digital business models.  




Those experiences fundamentally changed his
leadership style and strategic thinking. Today, he is focused
on turning Idealo into an AI-native
company while helping consumers navigate an increasingly
automated shopping landscape. 




Key facts and numbers from the
episode 






25% of consumers already used GenAI shopping tools in
2025  








31% plan to use AI shopping tools in the
future  








76% of users want clear transparency when AI
assistants are involved  








71% are concerned about how AI shopping tools use
their data 






While many industry experts predict a fully
automated shopping future, Jovan Protić believes reality will
be more nuanced. According to him,
there is a critical difference between receiving
recommendations and handing over full purchasing
control. 




“People like shopping. For many consumers, shopping is
entertainment. And when money is involved, trust suddenly
becomes incredibly important,” he
explains. 




This is where Idealo sees
its future role: not as a faceless backend provider, but as a
trusted, branded layer inside AI-driven commerce
ecosystems. 




Also discussed in this episode: 






Will AI agents eventually replace
marketplaces?  








What can retailers do today to prepare for agentic
commerce? 








Why will we buy tomatoes through AI
agents? 








Will price or brand matter more in an AI
era? 






If you want to understand how AI will reshape shopping,
advertising, and digital consumer behavior, this episode is
packed with insights, practical examples, and bold
predictions. 




Tune into the full episode now. 




And if you want to discuss the future of AI, commerce,
and digital marketing in person: join us at DMEXCO in Cologne
on September 23 and 34.