Webinar: Agentic Commerce - your next 90 days

Quick Overview

The presentation outlines a strategic 90-day framework for tackling Agentic Commerce, emphasizing that the current behavioral shift is real but the playbook is unproven, requiring brands to focus on building understanding through disciplined portfolio experimentation rather than concentrated optimization or overinvesting in website replatforming.

Key Points: 30-45% of US consumers use AI for purchase research, indicating a significant behavioral shift that is already happening, with AI referrals showing 4-16x higher conversion than organic search. The primary challenge in Agentic Commerce is ownership, as AI relies on data and input from SEO, Product Data, PR & Comms, and Partnerships, with the recommendation layer being the most commercially valuable part. The recommended 90-day framework involves four workstreams sequenced by evidence quality and effort: 1) Understand (map current AI position), 2) Measure (build trustworthy attribution), 3) Experiment (run disciplined tests), and 4) Build (develop compounding capabilities). Brands should avoid immediately chasing proprietary AI shopping agents or creating dedicated AI SEO teams, as the platform landscape is fragmented and unstable, and the playbook is not yet proven. Key SEO signals like domain authority, content quality, authoritative backlinks, and structured data remain relevant, but rankings are increasingly tied to AI mentions, and citation selection/rate data is different from traditional organic metrics. Experimentation should focus on testing hypotheses across third-party content quality, structured product data, authoritative coverage, and platform-specific testing. The ultimate goal is to move beyond mere AI mentions to achieving AI recommendations, which is where the highest commercial value concentrates.

Context: This presentation, titled "Agentic Commerce: What's Real, What's Premature, and What You Should Do," delivered by Amir Ouki from BOI (Board of Innovation), addresses the rapidly evolving landscape where AI, particularly generative AI like ChatGPT and Gemini, is influencing commercial decisions. The speaker emphasizes that while the shift in consumer behavior is significant (with 30-45% of US consumers using AI for research), traditional analytics methods often fail to capture this influence, leading to an undercounting of AI's true impact by 2-3x.