Agentic Artificial Intelligence (Agentic AI) is characterised by autonomous, goal-directed behaviour. It is reshaping the landscape of product recommendations and digital advertising. Unlike traditional AI systems that rely on static rules or human-defined inputs, Agentic AI leverages reinforcement learning and multi-agent systems. It dynamically adapts to user behaviour, environmental context, and campaign goals in real time. This paper presents a comprehensive framework for integrating agentic AI into the digital marketing and e-commerce ecosystem. It highlights the technology’s capacity to deliver hyper-personalised content, optimise advertising budgets, and enhance user engagement. The study addresses critical ethical and technical challenges, including transparency, bias, privacy, and computational complexity. Lastly, we look at potential future developments involving immersive platforms like the metaverse and generative AI. This paper provides a basis for responsibly deploying agentic AI by examining its structure, benefits, and risks.