IPG launches Agentic Systems for Commerce to help brands 'navigate complex landscape'

After a Q2 earnings call that found Interpublic Group reporting a loss in profits and a flat outlook for the rest of the year, IPG has added a new offering designed to boost and sustain sales growth for brands.

IPG has launched Agentic Systems for Commerce (ASC), to help brands manage the complex commerce ecosystem. To optimise commerce performance, ASC leverages Interpublic’s proprietary agentic system, powered by data from Intelligence Node, the transaction data company Interpublic acquired earlier this year.

The tech captures data signals for every product and its competitors, including at the SKU and store level, generating actionable intelligence from insights into consumer searches, digital shelf position, product page content, pricing and inventory levels. This will enable brands to get the most out of their sales and margin performance across digital commerce channels. 

“Agentic Systems for Commerce can help brands compete and succeed in an evolving and demanding marketplace and flatten the cost curve associated with the complex commerce landscape," said Philippe Krakowsky, CEO at IPG, in the agency’s statement.

Krakowsky went on to say he believes ASC can become a new revenue stream for IPG and it is another way it can use AI to scale expertise and expand business – beyond its core capabilities of marketing and media – to solutions that deliver quantifiable results.

ASC will be led by Jeriad Zoghby, chief commerce strategy officer at Interpublic. He joined IPG from Accenture in 2023 and has deep experience with the design and integration of large-scale enterprise systems across sectors.

The new offering is already being piloted by almost two dozen brands, and it has shown double-digit improvements in impressions and sales, according to the press statement.

"We're seeing strong early momentum with ASC," said Zoghby. "This quick adoption demonstrates our clients' recognition that today's commerce environment demands more than tools, even AI-enabled ones.”

Zoghby continued, saying clients need integrated agentic systems that autonomously capture market-wide signals, identify performance opportunities and execute in real time, enabling brands to move with the speed, precision and enterprise agility.

IPG has been setting itself up to support initiatives like ASC. Earlier this year, the company appointed Yaniv Sarig as the global head of AI commerce and completed the strategic acquisition of Intelligence Node.

This comes at a time when Omnicom is nearing the final stages of the IPG acquisition, making for a still unknown future as the holding company transitions. IPG lost a large share of Amazon’s global media account, Lego and global creative duties for Pfizer, and it looks to new offerings and technology to help boost business. In the earnings call, Krakowsky confirmed the IPG acquisition by Omnicom is on schedule to be completed in the second half of 2025. Antitrust clearance was secured in Australia last week and now four jurisdictions remain.

IPG has a continued focus on integrating AI into its workflow, as in its Acxiom-powered platform Interact, which unites data, media, creative and production across all the holding company’s agencies and clients.