So what happens when AI stops being your assistant and starts being your agent? In Part Two of our conversation with Scot Wingo, we dive into the implications of giving machines more autonomy in marketing. From campaign orchestration to supply-chain optimization, agentic AI can shoulder the heavy lifting — if you’re willing to trust it. Scot doesn’t sugarcoat it: most marketers are behind the curve, still stuck in outdated playbooks while competitors experiment with autonomous AI tools. He shares practical examples of where agentic AI is already driving results, what’s still experimental, and how to spot the difference between hype and hard reality. By the end, you’ll know what’s coming, what’s possible, and why the biggest risk may be waiting too long to try. Agentic Commerce Basics for B2B Retailers, Resellers, Distributors and Manufacturers Slides
In this episode of B2B No Bull, hosts Liz and Mark Brohan welcome back Scot Wingo, co-founder of ChannelAdvisor and CEO of RefyBuy, for a deep dive into the implementation side of agentic AI. Building on their last discussion, Scot explains how marketers can move from internal automation to “outside-in” strategies that help their products get discovered and purchased through AI-driven commerce engines like ChatGPT, Perplexity, Microsoft Copilot, and Google Gemini.
Scot outlines practical steps B2B marketers can take now — from unblocking AI crawlers to optimizing product detail pages and leveraging deep content for LLMs — all to ensure their products appear in next-generation search. He stresses that marketers already possess the tools they need, but time is short: within six months, AI-driven traffic could rival or replace traditional SEO.
The conversation covers monitoring product visibility, avoiding data-blocking missteps, and why the next evolution of B2B marketing blends technology, transparency, and human creativity.
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