Marketers love to talk about AI, but let’s be honest: most of us are still treating it like Clippy 2.0. Helpful? Sure. Revolutionary? Not even close. In this episode of B2B No Bull, Liz and Mark pull in Scot Wingo — serial ecommerce troublemaker, ChannelAdvisor co-founder, and founder of ReFiBuy — to explain why the real story isn’t today’s chatbots, but a new era of “agentic AI.” Agentic AI isn’t about automating copywriting or customer service replies. It’s about giving AI the ability to act — to plan, execute, and adapt with minimal human oversight. Scot lays out why this shift is bigger than marketers realize, and how brands and retailers that embrace it now will gain an edge. Agentic Commerce Basics for B2B Retailers, Resellers, Distributors and Manufacturers Slides Guest: Scot Wingo, serial entrepreneur, Co-Founder of Channel Advisor, and CEO of ReFiBuy
In this fast-paced episode of B2B. No Bull., hosts Liz Brohan and Mark Brohan are joined by longtime tech innovator and “serial e-commerce troublemaker” Scot Wingo, co-founder of ChannelAdvisor and CEO of Refibuy, to unpack what Agentic AI really means for marketing and business.
Scott breaks down how AI has evolved from simple automation to “agents” that act autonomously—learning, reasoning, and completing tasks without human prompts. He explains how this shift is transforming marketing, commerce, and customer behavior far faster than most realize. As he puts it, “We’ve gone from search engines to answer engines,” meaning marketers must rethink SEO, SEM, and customer engagement in a world driven by conversational AI.
The episode explores why Agentic AI is more than hype, how it will reshape the buyer journey, and what B2B marketers can do now to prepare—like optimizing for GenAI Engine Optimization (GEO) and leveraging agents internally for efficiency.
Listeners will gain a clear, no-bull foundation on this next AI frontier and what it means for the future of marketing.
🔗 References / Resources Mentioned:
Refibuy – Scott Wingo’s AI development company
OpenAI’s ChatGPT – The catalyst for the Agentic AI revolution
Anthropic’s Claude – AI model introducing agent-to-agent communication
Scot's slides: file:///C:/Users/robt_/AppData/Local/Microsoft/Windows/INetCache/Content.Outlook/076HPHJN/b2b_no_bull_pod.pdf
💬 Highlight Quotes:
“We’ve moved from search engines to answer engines—and that changes everything for marketers.” 🚀 #B2BNoBull
“Agentic AI isn’t hype—it’s the next revolution in how business gets done.” 🤖
“Marketers who lean into AI now won’t lose their jobs—they’ll become indispensable