Phillip Jackson on the Future of Social Commerce and AI
Phillip Jackson discusses social commerce trends and AI's impact on brands.
Key takeaways
- Social commerce merges culture with measurable commerce.
- AI agents should be seen as extensions of human intention.
- Reporting and media buying are first to be automated by AI.
- Aquasonic and PacSun are excelling in social commerce.
- Agencies will remain relevant despite AI advancements.
Outfit sat down with Phillip Jackson, co-founder of Future Commerce, to explore the evolving landscape of social commerce and the impact of AI on brands. Jackson offers a unique perspective on how culture and commerce intersect, and what this means for the future.
What is Social Commerce According to Phillip Jackson?
Phillip Jackson believes that social commerce is where culture becomes measurable. He describes it as the intersection of performance marketing and interest-based entertainment, where buying becomes a way for people to engage with communities they care about. In his words, "What we buy is who we become."
How AI is Changing the Commerce Landscape
Jackson introduces the concept of the "agentic ghetto," a term he uses to describe how brands and platforms restrict or slow down AI agents. He argues that treating AI agents as mere bots diminishes the consumer experience, as these agents should be seen as extensions of human intention.
Which Work Will AI Automate First?
According to Jackson, reporting is the first area to be automated, with media buying following closely behind. Despite this automation, he believes agencies will not disappear entirely. "There will always be clients who don’t want to be the one pushing the button," Jackson explains.
Brands Leading the Way in Social Commerce
Jackson highlights two brands he believes are excelling in social commerce. Aquasonic uses commission-based creator seeding effectively, while PacSun's 24-hour TikTok live streams are successfully attracting new customers to its SoHo flagship store.
Why Agencies Will Survive the AI Shift
Despite the rise of AI, Jackson argues that agencies will continue to exist because many clients prefer not to handle the complexities of new technologies themselves. This ensures a continued demand for agency expertise in navigating the evolving digital landscape.