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A storefront agent is a seller’s representative to the buyer agents of the world. It reads each incoming brief, decides whether and how to answer, composes a priced proposal from the seller’s own products in the seller’s own voice, and, once the seller’s rules allow it, hands the resulting transaction to the seller’s inventory source. It was formerly known as the merchandising agent.

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What it works from

Change any of these and the next brief is answered under the new version. Answers already given keep the versions they were composed with.

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The five jobs

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Represent

The agent speaks for the storefront: its name, personality, coverage and the listing buyers see. It never claims inventory or audiences the storefront cannot back.

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Offer

For each brief the agent runs a deterministic planner first. The planner checks channel and format compatibility, product completeness, currency and minimum spend, and produces candidate products. The language model then writes the pitch around those candidates: the proposal name, why it fits the brief, the role and rationale for each product, and the budget split. When a brief asks for something the storefront cannot execute, such as an age range its inventory cannot target, the agent says so plainly and counter-pitches the closest supported alternative instead of pretending.

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Govern

Every answer is bounded by the seller’s AI Business Rules. A brief that clearly conflicts with the policy gets no products. A media buy that arrives under manual review waits for a person with an advisory verdict. The agent never approves, rejects or changes a gate on its own.

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Transact

When a buy is accepted, the platform forwards it as an AdCP create_media_buy to the storefront’s inventory source, tracks the task until the source confirms, and reports status back to the buyer.

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Learn

Grades, feedback and endorsements recorded in the demand inbox show the agent which answers the seller liked. Revision turns let a seller coach a specific answer and see the result immediately.

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Posture

Each brief is answered with a strategy posture:

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Start by interviewing it

In the app, Semi can interview the seller about the business, then offer a practice brief (“See my agent handle a brief”). The practice answer appears in the demand inbox as an evaluation, never as live demand, so you can grade it before any buyer sees your agent.