Information Asymmetry and Moral Hazard in AI-Mediated Commerce: A Principal-Agent Analysis

Artificial Intelligence (AI)Academic Research / Scholarly ArticlesAgentic Commerce
Written By Paul F. Accornero

Abstract

In agentic commerce, a profound schism emerges between human intention and algorithmic execution. Consumers may express preferences, but the final purchasing decision is often executed by an AI agent. This paper analyzes this dynamic through the established lens of principal-agent theory, framing the human user as the principal and the AI as the agent. We introduce the term "Shopper Schism" to describe the unique manifestation of agency problems—specifically information asymmetry and moral hazard—that arise in this context. Drawing on emerging empirical research and illustrative mini-case studies of systems like Amazon's "Subscribe & Save," we explore how consumer choice is mediated and potentially redirected by algorithms. The paper contributes by extending agency theory to the novel domain of autonomous, non-human commercial agents. We conclude with managerial implications for designing trustworthy AI systems and a call for further research into the economic and behavioral impacts of delegated digital consumption.

Keywords: Agentic Commerce, The Great Decoupling, Disintermediation, Algorithmic Shopper, Principal-Agent Theory, Customer Relationship Management (CRM), Brand Loyalty, Market Structure, AI Strategy

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Paul F. Accornero

Paul F. Accornero is a C-suite leader, global strategist, and the author of the forthcoming book, The Algorithmic Shopper. He currently serves as the Global Chief Commercial Officer for one of the world's market-leading consumer goods companies, where he is a key architect of its global commercial strategy. In this role, he directs a multi-billion-euro business with a P&L spanning over 120 countries and is responsible for the performance of thousands of employees worldwide.

Paul stands at the intersection of classic brand building and the next frontier of commerce. His career has been defined by leading profound organizational and digital transformations for some of the world's most iconic consumer brands. For over a decade at the L'Oréal Group, he was instrumental in shaping commercial policy and strategy across the Asia Pacific region, including serving as Chief Commercial Officer for the Consumer Products Division in P.R. China. Since 2008, he has been a driving force behind the globalization of his current company, spearheading the omnichannel strategies that have successfully navigated the disruption of the digital age. His leadership has a proven track record of delivering exceptional results, including driving revenue growth exceeding.

His unique perspective is not merely academic; it has been forged through decades of hands-on operational experience and senior leadership roles on multiple continents. He has served as CEO, President, or Managing Director for major subsidiaries in the USA, Japan, and Singapore, giving him an unparalleled, ground-level view of the global commercial landscape he deconstructs in his work.

A rigorous strategic framework complements this extensive real-world experience. A graduate of the University of Queensland, Paul completed his postgraduate business studies at Harvard Business School, where he studied disruptive strategy under the world’s foremost thought leaders, including the late Clayton Christensen. This blend of C-suite practice and elite academic insight makes him uniquely positioned to write the definitive playbook for the age of AI-driven commerce.

As an active and respected industry leader, Paul is a Fellow of both the Institute of Directors (FIoD) and the Chartered Institute of Marketing (FCIM) in the UK. He is also a Liveryman of the World Traders Livery Company and a Freeman of the City of London, affiliations that connect him to a deep network of influential business leaders.

The Algorithmic Shopper is more than a book; it is the culmination of a career spent leading on the front lines of commercial evolution.

https://theaipraxis.ai
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