Interpublic Group (IPG), one of the biggest networks of advertising and marketing services in the world, has announced its newest product: an AI-powered commerce platform that will help brands get ahead of the competition in the digital retail world. The new product, called Agentic Systems for Commerce (ASC), is designed to make every part of digital commerce easier and better by using automation, data intelligence, and real-time responsiveness.
Brands are under constant pressure to keep track of pricing, inventory, search visibility, and competitive positioning across many online channels in today’s fast-paced and fragmented digital world. ASC wants to make this easier by not just being a tool, but a fully autonomous system that automatically retrieves and responds to commerce data. This is like how a human team works, but on a much larger and faster scale.
The system picks up commerce signals at a very detailed level, keeping track of data for each store and product. It gathers important information in real time, like how people search for things, where products are on digital shelves, how prices change, and how much stock is available. This strong intelligence lets ASC make decisions about performance and improve execution across digital platforms right away.
The platform uses proprietary data and advanced AI to keep learning and getting better results. It is powered by technology from Intelligence Node, a retail AI startup that IPG bought earlier this year. In early tests, ASC did very well, with nearly two dozen consumer packaged goods (CPG) brands that used the platform seeing double-digit growth in both impressions and sales.
Dr. Jeriad Zoghby, IPG’s Chief Commerce Strategy Officer, is in charge of creating ASC. He joined the group in 2023 after working in senior positions at Accenture. Zoghby has a lot of experience in enterprise tech, and his goal is to combine automation and intelligence to help brands move faster and do better in commerce ecosystems.
To help make this vision a reality, Yaniv Sarig has been named Global Head of AI Commerce. He will lead the way in more innovation and global use of the platform.
Philippe Krakowsky, CEO of IPG, says that ASC is more than just a new MarTech product; it’s a way to make money and a way for clients to achieve performance-based success. He said, “This is part of our bigger goal to go beyond communications.” “We’re now making systems that help businesses succeed. In a confusing and competitive business world, we give clients clarity, flexibility, and measurable returns.
Interpublic’s decision to develop ASC marks a strategic shift for the company, as it signals a planned move into AI-powered, service-led performance solutions. Brands that use the platform can expect to be better at managing dynamic pricing, reacting to what competitors do, making their digital shelves more visible, and, in the end, getting a better return on investment across all channels in real time.
In a world where flexible, smart systems are becoming the foundation of successful digital strategies, IPG’s ASC puts the company and its clients at the cutting edge of business innovation.
