Who Will Control Commerce in the Age of AI?
In this episode, Ricky Sutton of Future Media joins Commerce Media Matters for a blunt, unfiltered take on AI’s biggest impact on media since the internet, plus the monopoly era of Big Tech, and why the next phase of commerce will be defined by leverage – who controls the data, distribution, and ultimately the customer relationship. From publishers blocking bots to CMOs rethinking ad spend concentration, agent commerce, and the slow sunset of the dotcom era, this episode explores where opportunity still exists as the open web evolves into a more conversational, AI-driven commerce landscape.
What you’ll learn from this episode:
AI as the biggest media shift since the internet: Why AI represents a once-in-a-generation change to media, advertising, and commerce — and how decisions made now will shape the next 20–30 years. The fight isn’t only product innovation; it’s distribution, infrastructure, and monopoly leverage.
Big Tech monopolies, regulation, and shifting power dynamics: What antitrust action, global regulation, and geopolitical pressures mean for Google, Meta, Apple, and others — and why the next phase may involve tech giants competing harder with each other.
The sunset of the dotcom era and rise of conversational commerce: How AI is shifting engagement from static websites toward audio, visual, and conversational interfaces — reducing friction and moving brands from “ranking on a page” to building real-time, two-way relationships.
Why publishers and brands need leverage in the AI era: From blocking bots to negotiating content licensing, Ricky explains why controlling your data, content, and distribution channels will determine future negotiating power.
Retail media, AI commerce, and where the money flows next: Why AI companies are prioritising high-yield commerce verticals like travel, beauty, automotive, and fitness — and what that means for retail media networks, advertisers, and publishers.
Content needs leverage: If content is your most valuable asset, leaving it open on the web is like leaving cash on the street. Blocking bots — or licensing access — is how you regain negotiating power.
The biggest misconception: we’re powerless: Why CMOs collectively hold more leverage over Big Tech than they realise — and it all comes down to where you spend your advertising.
Soundbites to listen out for:
AI: Media’s Biggest Shift in 30 Years
AI is probably the most fundamental shift in media since the dawn of the internet in the late 90s. This is a 30 year change. So you've got to be a part of it, no question.
The Rise of Big Tech Power
“We're almost living in Bladerunner now. We've got a handful of massive companies that run absolutely everything. They're bigger than countries, more powerful than politicians. They don't seem to have any laws applied to them.”
AI Needs Consumer Control
“I do think that consumers need to be empowered in this next era (of AI). And if they are, then the consumers will choose the best products, not the only products.”
Publishers vs AI: A Tough Trade-Off
“I think the number of quotas is about 55-56% of all global publishers are now blocking these bots. But the AI companies, Google and others are refusing to change the bot that they have that searches for content. So if you want to block it for AI, then you can't be on search.”
Advertising Funds Big Tech Power
“If you have a look at Google, 78% of Google's earnings comes from advertising. At Meta it's more than 99%. So when CMOs are ringing me and saying, Ricky, how on earth do we have control and leverage over these companies? I'm like, you're giving them all the power by giving them all your advertising.
Is the Dotcom Era Ending?
“I think the dotcom era is sunsetting. We're starting to see the end of this era. it's getting a bit long in the tooth. There's only so much you can do with a website. And frankly, I don't really think the AI companies or the tech companies are really that focussed on dotcom anymore.”
AI Follows the Money
“I can tell you right now that across the hundred million or so keywords that we investigated over 30 days with a group of global publishers, every single vertical that the AI companies were prioritising were the ones with the highest CPMs and the ability to sell travel, beauty, fitness, cars.”
About the guest
Ricky Sutton is a media, technology and AI industry commentator, founder of Future Media, and a former journalist and newsroom leader with more than three decades’ experience spanning journalism, tech and media strategy. He began his career as a war correspondent, later worked across major global media organisations and technology companies, including early AI initiatives, and founded AI video-matching platform Oovvuu. Today he focuses on analysing the intersection of Big Tech, AI and media economics through his newsletter, podcast and advisory work.
Connect with the hosts on LinkedIn
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