AI Agents: The New Decision-Making Layer in Commerce

Épisode de Techlipstick | La Réponse IA par Aurélie Giard-Jacquet · 18 septembre 2026 · 23 min

If your customer delegates their next purchase to an AI tomorrow, will your brand still be recommended? "AI agents aren't just another marketing channel: they're becoming a new decision-making layer between brands and customers" explains Laetitia Lamari, co-founder of Le Café de l'e-commerce.

We talk about the shift from an attention economy to a recommendation economy, why AI is turning into an intermediary that consumers may end up trusting more than brands themselves, and what founders and marketing leaders stand to lose — and gain — by handing over some of that control.

Laetitia also shares her own AI toolstack (ChatGPT, Perplexity, NotebookLM, Gen Spark), the book that shaped how she thinks about AI and power, and a very human story about the day her bank's AI made a costly mistake — and got fired for it.

Laetitia Lamari will be speaking live at Marketing Reset on December 2nd in Paris, with the session "Your Next Customer Won't Be Human: How AI Agents Are Rewriting Commerce."

A conversation for anyone building AI marketing strategy in commerce and retail right now.

Mentioned in this episode:

Technopolitique — Asma Mhalla (https://en.wikipedia.org/wiki/Asma_Mhalla)

Roxanne Laigle, CEO & co-founder of Lemrock

Le Café des Femmes de l'e-commerce

AI tools: ChatGPT, Perplexity, NotebookLM, Gen Spark

Marketing Reset — https://marketingreset.ai/ (2 décembre, Paris)

🎧 Listen to Techlipstick | The AI Answer on your favorite audio platform

👥 Join us at Marketing Reset: https://marketingreset.ai/

📩 Contact on LinkedIn: https://www.linkedin.com/in/aurelie-giard-stratege-geo/

🌐 Website: https://aureliegiard.com

Chapters

00:00 AI: The New Decision Layer00:27 Meet Laetitia Lamari01:08 AI's Real Impact On Marketing03:05 Laetitia's AI Tool Stack07:41 Why Marketing Reset, Why Now08:37 Your Next Customer Won't Be Human09:51 Will AI Still Recommend You?11:00 What Brands Are Losing12:21 Book Pick: Technopolitique14:13 AI Agents Running The Economy15:54 Commerce Built For Agents16:54 Woman To Watch: Roxanne Laigle18:47 Fascinated, Bored, Searching For Balance21:02 When My Bank's AI Failed Me

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