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.
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