The rise of agentic commerce is forcing retailers to rethink their entire data strategy \u2014 not as a future concern, but as the immediate prerequisite for competing in a world where AI agents make purchasing decisions on behalf of consumers.<\/p>\n
Rewards platforms sit at an unusual intersection of this shift: they hold rich transactional data on consumer behavior while also serving as a discovery and engagement layer between brands and buyers. That position creates both an opportunity and a mandate to build<\/a> for agentic commerce before the window closes, according to Gowtham Gundu<\/a> (pictured, right), chief AI officer of Fetch Rewards Inc.<\/p>\n \u201cFetch\u2019s data platform is purpose-built for scale, and Snowflake is at the center of it,\u201d Gundu said. \u201cWe see almost like 13 million active users every month in our platform. Every single day, we see almost like 13 million receipts. Only after Walmart and Amazon, we are the third biggest in terms of the transactional GMV data that we actually see on our platform.\u201d<\/p>\n Gundu and Paul Winsor<\/a> (left), head of retail EMEA at Snowflake, spoke with theCUBE\u2019s Dave Vellante<\/a>\u00a0and\u00a0Rebecca Knight<\/a> \u00a0at Snowflake Summit 2026<\/a> event,\u00a0during an exclusive broadcast on theCUBE, SiliconANGLE Media\u2019s livestreaming studio. They discussed how Fetch Rewards is using AI and Snowflake\u2019s data platform to scale its rewards marketplace, personalize consumer experiences and prepare for the agentic commerce era. (* Disclosure below.)<\/p>\n Agentic commerce demands a data foundation built for speed and scale<\/p>\n The concept of agentic commerce \u2014 where personal AI agents conduct product discovery, comparison and purchasing on a consumer\u2019s behalf \u2014 is accelerating far faster than most retailers anticipated. According to Bain & Company<\/a>, full agent-to-agent commerce could eventually bypass traditional retail websites altogether as consumers delegate purchasing decisions to AI.\u00a0 While Snowflake has been pushing that model through its AI Data Cloud, Winsor noted that the real breakthrough is how quickly knowledge workers can get answers and context from operational data.<\/p>\n \u201cIf you wanted an answer to a question way back when it was just the batch era, it would take you weeks to get that answer,\u201d Winsor said. \u201cWhat we\u2019re now seeing is this opportunity to be able to ask a question, get an answer, get the context of that answer before you\u2019ve even pretty much started your day\u2019s work.\u201d<\/p>\n AI agents are already changing how Fetch handles routine customer interactions. When a user fails to receive points for a scanned receipt, an AI agent can now automatically investigate and resolve the issue \u2014 a task that previously required manual ticket submission. But the longer-term ambition extends far beyond support automation, reaching toward a fully automated marketplace that rewards consumers for behaviors they are already performing, according to Gundu.<\/p>\n \u201cThe future holy grail is like an unimaginable amount of automation,\u201d he said. \u201cYou get up in the morning and we automatically [reward you] for certain kinds of activities like walking and then watching your favorite show. Or you go to a grocery store and we know that based on your history of purchases that you actually need to buy some stationery today and we are going to automatically give you that kind of suggestion.\u201d<\/p>\n For Snowflake, the larger pattern is clear. Across its retail customer base<\/a>, data readiness is becoming the gating factor for every AI initiative. For Fetch and every brand on its platform, natural language access to data is no longer a nice-to-have. Gundu described Fetch\u2019s work to build a natural language interface so that a brand such as Pepsi can instantly query buyout rates, basket sizes or trend shifts \u2014 a pipeline that converts a question into a SQL query, retrieves the data and returns a readable response in real time, he noted.<\/p>\n \u201cYour inventory data, your customer data in terms of understanding everything about the customer behavior and the purchasing and the history, as well as all of your product data,\u201d Winsor said. \u201cYour data is going to be absolutely critical to the next evolution, which is going to be agentic commerce.\u201d<\/p>\n Here\u2019s the complete video interview, part of SiliconANGLE\u2019s and theCUBE\u2019s coverage of the\u00a0Snowflake Summit 2026<\/a>\u00a0event:<\/p>\n (* Disclosure: TheCUBE is a paid media partner for Snowflake Summit. Sponsors of theCUBE\u2019s event coverage do not have editorial control over content on theCUBE or SiliconANGLE.)<\/p>\n Photo: SiliconANGLE<\/p>\n Support our mission to keep content open and free by engaging with theCUBE community. Join theCUBE\u2019s Alumni Trust Network, where technology leaders connect, share intelligence and create opportunities.<\/p>\n 15M+ viewers of theCUBE videos, powering conversations across AI, cloud, cybersecurity and more About SiliconANGLE Media<\/p>\n SiliconANGLE Media is a recognized leader in digital media innovation, uniting breakthrough technology, strategic insights and real-time audience engagement. As the parent company of SiliconANGLE<\/a>, theCUBE Network<\/a>, theCUBE Research<\/a>, CUBE365<\/a>, theCUBE AI<\/a> and theCUBE SuperStudios \u2014 with flagship locations in Silicon Valley and the New York Stock Exchange \u2014 SiliconANGLE Media operates at the intersection of media, technology and AI.<\/p>\n Founded by tech visionaries John Furrier and Dave Vellante, SiliconANGLE Media has built a dynamic ecosystem of industry-leading digital media brands that reach 15+ million elite tech professionals. Our new proprietary theCUBE AI Video Cloud is breaking ground in audience interaction, leveraging theCUBEai.com neural network to help technology companies make data-driven decisions and stay at the forefront of industry conversations.<\/p>\n","protected":false},"excerpt":{"rendered":"The rise of agentic commerce is forcing retailers to rethink their entire data strategy \u2014 not as a…\n","protected":false},"author":2,"featured_media":62333,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[179,7493,35646,11153,396],"class_list":["post-62332","post","type-post","status-publish","format-standard","has-post-thumbnail","category-agentic-ai","tag-agentic-ai","tag-agentic-artificial-intelligence","tag-agentic-commerce-puts-data-quality-at-the-center-of-retails-next-era","tag-jonathan-anthony","tag-siliconangle"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/posts\/62332","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/comments?post=62332"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/posts\/62332\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/media\/62333"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/media?parent=62332"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/categories?post=62332"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/tags?post=62332"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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