If you're bullish on consumer adoption of agentic commerce, you must be bullish on the creator economy. Amazon blocked Muse largely to protect its $70 billion ad business Other retailers are weighing the pros and cons similar blanket blocks Ultimately it's up to consumer choice on whether they begin their commerce searches on retail platforms or through agents If agentic shopping become a significant share of the retail buying journey the effectiveness of retail media ads, especially those embedded on SERPS declines both in terms of scale and effectiveness. A similar story played out across Meta advertising with i0S 14.5 and ATT in 2021. Dollars once earmarked for performance shifted up the funnel, into feed native creative, discovery, and consideration, driving much of the growth of the creator economy across the last 5 years. Agents don't look at retail media ads, they don't click on retail media ads, they are not influenced by retail media ads. Those retail media dollars earmarked to steer consumer preferences will also flow up the funnel into the Creator Economy where consumer attention continues to pool. This is the Creator Advantage