BigSummit 2025 Recap: Stripe on the AI Commerce Shift

AI isn’t just changing how we shop. It’s changing how we buy. At BigSummit 2025, Jeff Titterton, CMO at Stripe, joined Michelle, CMO at Commerce, to explore how AI is reshaping discovery, decision-making, and checkout.

With Stripe as a headline sponsor and key partner, this session introduced the idea of agentic commerce — a future where AI agents don’t just recommend products but purchase them on our behalf.

“We’re seeing a big shift from search to action. More consumers are using AI to find products, compare prices, and even complete purchases.”

Key insights from the session

• 58% of consumers already use generative AI for product discovery instead of traditional search.

• B2B is experiencing the same trend, with 10% of new Stripe signups now originating from LLMs.

• AI agents are moving from co-pilots to active buyers, making purchases on behalf of users.

• Stripe is building infrastructure for this shift, including APIs and one-click checkout tools.

What Jeff shared on stage

Jeff explained that the rise of AI isn’t about replacing humans. It is reshaping the entire commerce flow, from discovery to transaction.

From search to action: Consumers are no longer just using AI to learn. They are using it to buy.

B2B behavior is shifting too: The impact isn’t limited to retail. Stripe is seeing enterprise buyers use AI tools to evaluate software and even initiate signups.

Early examples of agentic commerce: From coffee subscription bots to campsite booking assistants, AI agents are already starting to transact. Stripe provides the payments and fraud protection behind these experiences.

Stripe’s role: Stripe is investing in developer toolkits, APIs for agent-led checkouts, and global payment innovations like adaptive pricing and one-click wallets. The goal is to make purchases possible in any channel, from blogs to chat windows to email threads.

Brand trust still matters: Even as agents buy on behalf of users, brand reputation shapes visibility and preference.

Turning insights into action

For businesses preparing for the next wave of commerce, the message was clear: agentic commerce is coming fast, and early movers will have the advantage.

• Structure product data to be discoverable by AI systems.

• Prioritize brand trust and reputation as part of your AI strategy.

• Explore APIs and toolkits that enable purchases beyond the storefront.

• Prepare for commerce to happen in new contexts, from chat to content to B2B workflows.

The final word

Jeff closed with a reminder that what feels new today will soon be the standard.

BigSummit showed that AI commerce is no longer theory. It is already underway. And with Stripe and Commerce working together, businesses have the tools to get ahead of the shift.

Want the full experience? Watch the complete session with Jeff Titterton, CMO at Stripe, on the future of AI-driven commerce.