Who Controls the Customer Journey in Agentic AI?

As AI systems become more capable, products are increasingly able to act on behalf of users, recommending, planning, personalizing, purchasing, and completing tasks with minimal intervention. While these experiences can dramatically reduce effort, they also introduce new challenges around trust, transparency, consent, and control.
The most successful AI-powered products are not those that automate the most. They are the ones that help users feel confident, informed, and in control as automation increases. This panel explores how leading consumer product organizations are designing agentic experiences that deliver convenience without sacrificing user agency.

• Determining which actions should be automated and which require explicit user approval based on risk, context, and customer expectations.
• Designing transparency, consent, and intervention mechanisms that help users understand, monitor, and influence AI-driven decisions.
• Building trust in products that interpret intent, handle personal data, and take action on behalf of users in real-world scenarios.
• Creating agentic experiences that reduce friction while maintaining user confidence, accountability, and control.