As AI evolves from a search engine into an “answer engine,” people now consume information that comes from AI systems rather than original content. So when AI agents—rather than humans—become the primary consumers of information and the final decision-makers in commerce, the emotional connection between brands and customers is at risk. In this fireside chat, Cloudflare CEO Matthew Prince explores the massive disruption facing creators, brands, advertisers, marketers, and small businesses with the rise of agentic commerce – and how brands must adapt to a world where advertising and subscriptions no longer suffice, and traditional discovery disappears.