A research report reveals that over half the potential users of interactive advertising in the UK are not engaging with interactive TV because there are either too few incentives or they are still daunted by the prospect -- The study shows that those ignoring interactive adverts are also disregarding other interactive services on the Sky platform. The research was based on a telephone survey of 300 viewers who had not interacted with an interactive advertisement in the last year and were unlikely to interact in the next six months. A group of 100 viewers that had interacted and were likely to do so again were also interviewed. The researchers classified viewers into five groups: bitter ad haters, unengaged passives, apprehensive stargazers, unimpressed pragmatists, and dedicated interacters. The �dedicated interacters� make up around a fifth of the available audience, around 3.1 million. However, the �unimpressed pragmatists� feel there is not enough incentive to interact, while the �apprehensive stargazers� are too daunted by the prospect, believe that it will cost them money and takes too much time. Together these groups represent the biggest opportunity to grow the number of interactors, the study suggests.
For decades, the story of digital commerce has been one of incremental improvement: better search, faster checkout, smarter recommendations. But something more fundamental is now underway. The emergence of agentic commerce, in which AI agents autonomously search, evaluate, and execute purchases on behalf of buyers, represents a genuine architectural shift in how commerce operates. Whether it becomes the revolution its proponents promise, or another technology that peaks at interesting pilot project, will depend on how effectively the AI industry addresses the structural challenges it faces. Agentic Commerce Market Development Agentic commerce involves deploying AI agents to handle the full purchasing cycle. Rather than browsing a website and entering card details yourself, you grant an AI agent the authority to act on your behalf, within defined parameters. The agent handles product discovery, comparison, negotiation, and payment execution. It draws on your procurement preferences, pur...