
The Decision-Maker Substitution Problem: Why AmEx's Agentic Commerce Bet Turns Emotional Advertising Into a Stranded Asset
American Express and Dentsu are building infrastructure for AI agents to complete purchases on behalf of humans. Neuromarketing research confirms emotional ads outperform rational ones - but that finding rests on a hidden assumption: a human brain is doing the deciding. When the decision-maker gets substituted, the assumption collapses.










