Be the first to receive The Joshua Problem: Why intent is everything in agentic commerce book
Complete the form to receive a copy when the book launches.
The Joshua Problem: Why intent is everything in agentic commerce
In agentic commerce, the customer may not be the one making the decision. That changes everything.
You’re being asked what your agentic commerce strategy is.
You don’t have a clean answer yet. You’re not alone: most retail leaders we talk to don’t have one either.
The standards are still being written. The vendors haven’t agreed. And you’ve been here before: every time the industry shouted, “Integrate now or fall behind,” most early bets quietly went nowhere.
What you'll learn
A framework you can take into the boardroom
Drawing on real deployments from Tapestry, Loblaw, Walmart, Fortnine and Amazon, the book covers:
- Whether to back ACP, UCP or MCP, and when.
- If your loyalty programme will survive an agent (most won’t).
- What an agent actually sees when it looks at your brand today.
- How to avoid the Alexa skills mistake all over again.
- The four things retailers need to build right now, whichever protocol wins.
The Joshua Problem is the book for retail leaders who want to think this through clearly before they commit. By the time you’ve finished it, you’ll know what the protocol wars mean commercially, whether your loyalty programme is at risk, where your customer relationship is exposed, and how to defend your strategy when the board asks.
Retail Technology Strategy Advisor
, Equal Experts
About the author
Paul Sims, Retail Technology Strategy Advisor
Paul has spent more than 20 years inside retail – most recently as CTO at Halfords. Before that, he was chief architect at New Look, Primark, Marks & Spencer and Argos in Shanghai.
Some of our retail clients
