Autonomous AI agents are transforming how consumers discover and buy products—often completing the entire customer journey from research to checkout without a human click. This “agent-to-agent” (A2A) commerce is reshaping competition across industries, forcing brands to decide whether to block, partner with, or build for these new intermediaries. As history from aggregator platforms like Expedia shows, early movers who collaborate strategically can shape the rules of engagement, while laggards risk losing both visibility and control over the customer relationship.