In today's rapidly evolving business landscape, change is the only constant. Macroeconomic shifts, geopolitical tensions, and – most notably – the accelerating adoption of artificial intelligence (AI) are reshaping industries at an unprecedented pace. For professionals aiming to thrive, adaptability is no longer optional; it is essential. One individual who has built a career around embracing change is Luke Gebb, head of global innovation at American Express. With 25 years at the financial services giant, Gebb leads Amex Digital Labs, an innovation hub dedicated to creating new digital products for card members. He also works across the enterprise to accelerate the adoption of emerging technologies, particularly generative AI and agentic commerce.

In an exclusive interview, Gebb shared his insights on what defines successful innovators in the age of agentic AI. He emphasized that innovation is not just about having brilliant ideas; it is about cultivating a culture where people feel empowered to experiment, take calculated risks, and collaborate effectively. For Gebb, the key is to create an environment where innovators can thrive – a place where they have the freedom to work on new things without being constrained by the need to simply improve existing processes by a small margin.

One of the most critical aspects of innovation, according to Gebb, is ensuring that the practices developed within Amex Digital Labs permeate the entire organization. Successful innovators understand the importance of pulling the right levers, knowing exactly where their products need support, and building strong relationships with business peers. This integration ensures that innovation is not siloed but becomes a core part of the company's DNA. Unlike some corporate innovation labs that isolate themselves, Gebb's team views itself as part of the broader enterprise, working alongside colleagues to drive transformation.

Based on his experience, Gebb proposes four actionable tips for professionals at any level who want to become effective innovators in the age of AI:

1. Keep Learning

Gebb stresses the importance of maintaining a growth mindset – a willingness to learn and accept that you don't have all the answers. "You must be super-curious and always wanting to learn," he said. In a field that evolves as rapidly as AI, resting on past knowledge is a recipe for obsolescence. This means actively seeking out new information, attending conferences, reading research papers, and engaging with thought leaders. For example, understanding concepts like agentic AI – where autonomous agents perform tasks on behalf of users – requires continuous education. Professionals should set aside time each week to explore emerging trends and technologies, ensuring they stay ahead of the curve.

2. Dive into Tech

While not everyone needs to become a software engineer, Gebb argues that a deep understanding of technology is critical. "It's critical to understand emerging technology and what it makes possible," he explained. Successful innovators work closely with engineers, participating in hands-on sessions to grasp how AI models function, how agents can be orchestrated, and what infrastructure is needed to support them. This technical literacy allows innovators to identify realistic applications and communicate effectively with technical teams. For instance, at Amex, Gebb's team works directly with engineers to build proprietary experiences in the mobile app and website that enable customers to chat with agents about services and products.

3. Prepare to Fail

Innovation inherently involves risk. Gebb emphasizes the need for "grit" – a willingness to step out of your comfort zone and put something new into the world, even if it might fail. "A willingness to go out and do something risky is critical," he said. This resilience separates successful innovators from those who merely talk about change. Failure should be seen as a learning opportunity, not a setback. Amex's approach to agentic commerce illustrates this principle: the company launched the Amex Agentic Commerce Experiences Developer Kit and Agent Purchase Protection, knowing that the technology is still nascent. By prototyping and learning from early iterations, they are better prepared for the inevitable evolution of the market.

4. Build Partnerships

In a large organization, no one succeeds alone. Gebb highlights the importance of building strong relationships and being able to call in favors. "Always being good at building relationships is crucial to success," he noted. Innovation requires cross-functional collaboration – with legal, compliance, marketing, engineering, and product teams. By fostering trust and mutual respect, innovators can navigate bureaucratic hurdles and secure the resources needed to bring ideas to life. At Amex, Gebb's team actively partners with other departments to ensure their innovations align with business goals and regulatory requirements.

These four principles are not theoretical; they are being applied right now at Amex as the company prepares for the future of agentic commerce. Agentic AI refers to autonomous software agents that can perform tasks – such as making purchases, booking reservations, or managing subscriptions – on behalf of human users. This paradigm shift promises to redefine how consumers interact with services, and Amex is positioning itself at the forefront.

Gebb's team focuses on three key areas: payments, offers and booking mechanisms, and proprietary agent experiences. For payments, the challenge is to enable card members to make purchases through large language models (LLMs) and eventually allow agents to transact autonomously. To this end, Amex launched the Amex Agentic Commerce Experiences Developer Kit, which provides a framework for trusted transactions in an agent-driven world. Additionally, the company introduced Amex Agent Purchase Protection, guaranteeing that card members will not be liable for errors made by AI agents.

The second area involves making Amex offers and booking capabilities available within popular AI models. When a customer uses an LLM to plan a trip or find a restaurant, Gebb wants them to encounter Amex services seamlessly. This integration requires deep technical partnerships with AI platforms and a commitment to embedding Amex's value proposition into the agentic ecosystem.

The third area is building proprietary conversational agent experiences within Amex's own mobile app and website. These agents allow customers to have natural-language conversations about their needs – for example, "I want a Italian restaurant near downtown with outdoor seating for Friday evening" – and then complete the booking directly. This feature, currently in development, will initially assist users in making decisions and executing transactions, with the potential to evolve into fully autonomous agents that handle recurring tasks like restocking pantry items or preordering limited-edition products.

Gebb acknowledges that the timeline for widespread agentic commerce adoption remains uncertain. Some experts predict rapid uptake, while others foresee a gradual blending of human and agent interactions. Regardless of the pace, he insists that businesses must start preparing now. "No one knows for certain if agentic commerce will happen faster or slower than we think," he said. "But what we do know is it absolutely will happen, and that's why you see the whole industry preparing for it and setting out standards and building foundations."

The practical implications for professionals are clear: embrace lifelong learning, develop technical fluency, accept the possibility of failure, and nurture collaborative networks. These behaviors are not innate but can be cultivated. For instance, dedicating 30 minutes daily to reading about AI advances, attending hackathons, or volunteering for cross-functional projects can build these skills incrementally.

Moreover, companies must foster environments that encourage innovation. Leaders should reward curiosity, provide safe spaces for experimentation, and facilitate cross-departmental collaboration. Amex's approach – treating Digital Labs as an integral part of the enterprise rather than a separate entity – offers a model for how large corporations can innovate without losing connection to core business operations.

As agentic AI moves from concept to reality, the professionals and organizations that excel will be those that have internalized these principles. The four tips from Luke Gebb provide a practical roadmap for anyone seeking to become a successful innovator in this transformative era. The key is to start now – to dive into the technology, build relationships, and embrace the risk of failure. Because in a world where change is accelerating, the only sustainable advantage is the ability to adapt and innovate continuously.

Source: ZDNET News