Amazon introduced Alexa+ Agentic Ads in beta at Cannes Lions 2026. The company’s framing is ambitious: the first ad format that carries a customer from seeing an ad to completing a purchase entirely within the conversation. The user talks to the ad, asks questions, and finishes the transaction inside the same dialogue. Industry newsletters logged it as the first true agentic ad product from a major platform.
The real break is not the format but the funnel. The classic chain from awareness to conversion — ad, click, site, cart, checkout — collapses into one dialogue. That redefines measurement, attribution and creative at once: an ad that happens inside a conversation has neither a headline nor a landing page. For brands, the question before how to show up on this new surface is who the agent represents at the negotiating table.