Idealo’s CEO Jovan Protić on the Future of Agentic Commerce

Will consumers soon outsource their entire shopping journey to AI agents? Jovan Protić, CEO of Idealo, answers this question in the latest DMEXCO Podcast with Verena Gründelabout the future of e-commerce in the age of AI. They discuss agentic commerce, AI-powered shopping assistants, trust in AI purchasing decisions, and why brands matter more than ever in an automated world.  

Jovan also shares insights from Silicon Valley, explains Idealo’s vision of becoming an AI-driven platform, and introduces the concept of “Decision Media” as the next evolution of retail media. 

Jovan Protić leads one of Europe’s best-known price comparison platforms at a time when AI is rapidly transforming online commerce. Before becoming CEO of Idealo, he spent several months in Silicon Valley studying how artificial intelligence would reshape digital business models.  

Those experiences fundamentally changed his leadership style and strategic thinking. Today, he is focused on turning Idealo into an AI-native company while helping consumers navigate an increasingly automated shopping landscape. 

Key facts and numbers from the episode 

• 25% of consumers already used GenAI shopping tools in 2025  

• 31% plan to use AI shopping tools in the future  

• 76% of users want clear transparency when AI assistants are involved  

• 71% are concerned about how AI shopping tools use their data 

While many industry experts predict a fully automated shopping future, Jovan Protić believes reality will be more nuanced. According to him, there is a critical difference between receiving recommendations and handing over full purchasing control. 

“People like shopping. For many consumers, shopping is entertainment. And when money is involved, trust suddenly becomes incredibly important,” he explains. 

This is where Idealo sees its future role: not as a faceless backend provider, but as a trusted, branded layer inside AI-driven commerce ecosystems. 

Also discussed in this episode: 

• Will AI agents eventually replace marketplaces?  

• What can retailers do today to prepare for agentic commerce? 

• Why will we buy tomatoes through AI agents? 

• Will price or brand matter more in an AI era? 

If you want to understand how AI will reshape shopping, advertising, and digital consumer behavior, this episode is packed with insights, practical examples, and bold predictions. 

🎧 Tune into the full episode now. 

And if you want to discuss the future of AI, commerce, and digital marketing in person: join us at DMEXCO in Cologne on September 23 and 34.