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How much access should brands give third-party product-discovery agents?
One post recounts a Fortune 100 CMO weighing how much functionality to offer through third-party agents.
TLDR
A post recounts a Fortune 100 CMO weighing how fully to integrate third-party agents into product discovery. Its author argues that agents could bring new customers, but might also divert people otherwise reached by ads or change whether a brand can reach them after checkout. He calls for tests with holdout groups that account for the holiday season, agent promotions, and differences across categories and regions. He predicts that CMOs denied time to test—or who agree to integrations without a clear strategy—could be replaced.
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