Lamark Media

What happens when AI starts negotiating prices on your behalf?

Agentic commerce is forcing brands to rethink everything they know about competition, fairness, and visibility. Bias will not disappear. Pricing will not spiral into chaos. And outcomes will not be equal.

So what actually changes?

Our newest blog separates myth from mechanism and explores how governance frameworks, negotiation limits, and user mandates will shape the future of buying.

Dive into the FAQs:

Agentic Commerce FAQs about Agent-to-Agent Shopping What about bias, bidding wars, and unfair advantages? Learn how these agentic commerce questions are answered, and more.

We’re back and ready to move! 👟

Lamark’s 3rd Annual Step Challenge has officially kicked off, and the competition is already heating up. Step counts are climbing, routes are getting longer, and the race for this year’s prizes is on. 🏁

Let the challenge begin!

One of the biggest questions around agentic commerce is trust. If AI agents are negotiating and buying on behalf of users, what prevents outcomes that are irrational, exploitative or misaligned?

The answer is governance.

Agentic commerce is a structured environment where selection is determined by reliability, pricing logic, fulfillment performance and alignment with the buyer’s mandate.

This shift changes how brands compete and how selection happens. We explored this in detail in our latest article, including what this means for e-commerce teams and marketers.

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How Agent-to-Agent (A2A) Shopping Governance Works Many questions surround the potential pitfalls of agentic commerce. Most can be answered by understanding the frameworks that govern A2A shopping.

Many challenger brands over-index on paid search because it delivers immediate, measurable returns.

However, an overreliance on demand capture can limit long-term growth. A travel & luxury tourism brand faced this exact challenge. Their media mix was heavily concentrated in paid search, which efficiently captured existing demand but constrained broader visibility and the ability to scale.

To address this, a full-funnel media strategy was implemented to rebalance investment and expand the brand’s presence across the funnel. Connected TV and online video were introduced to strengthen visibility in premium environments, while programmatic and paid social were scaled to reach and influence high-value audiences.

This approach strengthened performance across channels, improved overall efficiency, and enabled the brand to drive meaningful incremental growth while competing more effectively against larger incumbents.

Looking to scale beyond demand capture? Let’s connect: golamark.com 🚀

March Madness creates a level of sustained attention that few media environments can replicate.

Millions of people do more than watch. They participate. They fill out brackets, follow underdogs and engage across platforms throughout the tournament.

Instead of competing for a single impression, brands have the opportunity to remain present across an entire decision cycle, as audiences return daily, track outcomes and stay invested in the narrative. For marketers, this creates a different kind of opportunity, where recall is built.

Are you fully leveraging live sports as part of your media strategy?

ChatGPT's introduction of ads confirms what we've been preparing for.

AI platforms are a new layer of the media ecosystem, influencing decisions in real time.

👉 Visibility inside these responses will shape which brands are considered and which are ignored.

👉 The strategic priority right now is not media spend. It is ensuring your brand is visible, credible, and recommended inside AI-driven discovery.

👉 The brands that invest early will be in a structurally stronger position as conversational commerce matures.

The future of advertising lives inside conversations.

AI platforms are beginning to split into two distinct business models.

Ad-supported platforms like ChatGPT are building scalable monetization engines inside conversational interfaces.

Others, like Claude and Perplexity, are positioning around trust by limiting or rejecting ads entirely.

This is the inflection point. Which model do you think wins?

For years, the Olympics were one of the most inaccessible media environments in the world. High upfront costs, limited flexibility, and reserved almost entirely for the largest advertisers.

Today, streaming and programmatic access made it possible for more brands to activate inside one of the highest-attention environments available.

At the same time, audience attention returned at scale. The Games averaged 23.5 million viewers and delivered a 96% increase compared to 2022. 🤯

In a fragmented media landscape, moments like this matter more than ever.

Dance is stepping onto a global competitive stage. 🪩

We’re excited to partner with the International Dance League at a defining moment for competitive dance. As the first global professional dance league, IDL brings together elite dancers, iconic cities and live competition at the intersection of sport, performance and culture.

Together, we’re exploring bold, culturally relevant media strategies designed to elevate dance as a competitive sport, expand IDL’s global footprint, and deliver measurable impact for fans, partners and sponsors alike.

The stage is set. Stay tuned.

Google Search is shifting from indexing information to curating perspectives. The question is no longer whether content is accurate, but whether it adds something distinct to the ecosystem.

In this piece, we look at what Google is rewarding going into 2026 and why consensus content is becoming a structural liability, not just a ranking issue.

🔗 https://golamark.com/blog/what-google-is-rewarding-going-into-2026-and-how-to-avoid-consensus-content

Why Consensus Content Fails in 2026 Learn what Google’s search quality signals reward in 2026, why consensus content is losing value, and how to create original, expert-driven SEO con...