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Noora's avatar

Agentic commerce becoming frictionless is not the goal. Friction can be good for the consumer experience (The IKEA Effect)! Bertini et al. (2024) found that slowing down the purchase process actually improves customer satisfaction and loyalty long-term.

Bertini, M.Bertini, M., Aparicio, D., & Aydinli, A. (2024). Can friction improve your customers' experiences? MIT Sloan Management Review, 65(2), 42–47.

David Schmidt's avatar

The point about data quality and controls stood out to me. In finance operations, faster execution only creates value when the underlying data, approval workflows, and audit trails are reliable. The opportunity is exciting, but trust and governance will ultimately determine adoption.

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