Agentic commerce puts data quality at the center of retail’s next era
The rise of agentic commerce is forcing retailers to rethink their entire data strategy — not as a future concern, but as the immediate prerequisite for competing in a world where AI agents make purchasing decisions on behalf of consumers.
Rewards platforms sit at an unusual intersection of this shift: they hold rich transactional data on consumer behavior while also serving as a discovery and engagement layer between brands and buyers. That position creates both an opportunity and a mandate to build for agentic commerce before the window closes, according to Gowtham Gundu (pictured, right), chief AI officer of Fetch Rewards Inc.
“Fetch’s data platform is purpose-built for scale, and Snowflake is at the center of it,” Gundu said. “We see almost like 13 million active users every month in our platform. Every single day, we see almost like 13 million receipts. Only after Walmart and Amazon, we are the third biggest in terms of the transactional GMV data that we actually see on our platform.”
Gundu and Paul Winsor (left), head of retail EMEA at Snowflake, spoke with theCUBE’s Dave Vellante and Rebecca Knight at Snowflake Summit 2026 event, during an exclusive broadcast on theCUBE, SiliconANGLE Media’s livestreaming studio. They discussed how Fetch Rewards is using AI and Snowflake’s data platform to scale its rewards marketplace, personalize consumer experiences and prepare for the agentic commerce era. (* Disclosure below.)
