Nick King

Market Research Director Autotrader

Tuesday 14th April - Conference Day One

2:40 PM Presentation - Designing Choice & Confidence in Agentic Commerce: Behavioural Lessons from Auto Trader

For twenty years, Auto Trader’s consumer psychologist has studied how people really decide what to buy – across 450,000 cars, thousands of retailers, and millions of monthly visitors. From the move from print to web to AI-powered search, one pattern is clear: features don’t change behaviour, benefits and confidence do.

This session explores what that means for agentic commerce: how to design agents that genuinely help uncertain buyers, reframe big leaps like EVs, and balance retailer needs with consumer trust.

Using behavioural insights to design prompts and flows that reduce buyer anxiety.
Reframing complex, high-stakes decisions around lived benefits, not technical features.
Building discovery journeys that support under-confident buyers, especially women, not just enthusiasts.

Check out the incredible speaker line-up to see who will be joining Nick.

Download The Latest Agenda

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