Agentic commerce is moving from buzzword to boardroom priority - but what should brands actually do next? In this episode of Digital Deep Dive, Aaron Conant is joined by Lauren Liv Gilbert of the Digital Shelf Institute and Max, founder and CEO of Azoma, to translate a fast-changing landscape into a clear, practical strategy for brand and ecommerce leaders.

Together, they unpack the 5 Cs of Agentic Commerce: Completeness, Context, Citations, Correctness, and Customer Acquisition. (Download the full whitepaper).The conversation explores how structured product data makes products eligible for AI recommendations, why listings must answer real shopper questions, where platforms such as ChatGPT, Gemini, Amazon’s shopping assistant, and Walmart’s Sparky source their information, and how brands can identify and correct inaccurate AI-generated claims. The framework is designed as a compounding flywheel, connecting digital-shelf fundamentals with measurable commercial growth.

From building contextual product content and earning trusted citations to navigating Reddit, brand.com, earned media, AI personalisation, and emerging measurement challenges, this episode offers an actionable roadmap for competing on the agentic shelf.

AI isn’t coming for commerce—it’s already deciding what gets discovered, recommended, and purchased.

In this special episode created in partnership with WIAB—Women in Amazon Business, Cristina and Jacqui sit down with Max Sinclair, founder and CEO of Azoma, to unpack the AI visibility revolution and what it means for brands, retailers, founders, and women shaping the future of commerce.

Max spent six years at Amazon, including helping establish its search operations in Singapore. Now, he’s helping brands understand a very different kind of discovery landscape—one where shoppers may no longer scroll through pages of products because AI assistants are narrowing the options for them.

Think fewer search results. More personalized recommendations. And eventually? An AI agent choosing the product before the shopper ever sees the alternatives.

Convenient? Absolutely.

A little terrifying for brands still relying on yesterday’s SEO playbook? Also yes.

Max introduces Azoma’s Five C’s of agentic commerce optimization—completeness, context, citations, correctness, and customer acquisition—and explains why brands need to start thinking beyond keywords and product-page rankings.

The conversation also gets into the “SHe” in SHeCOMMERCE: why women cannot afford to sit politely on the sidelines while AI systems are being built, trained, and deployed.

Women influence enormous portions of household and consumer spending. They understand the customers, categories, and real-life decisions these systems will shape. Their voices, experiences, and leadership need to be embedded in the technology—not added as an afterthought.

Inside the episode:

• Why traditional search strategies are no longer enough
• How AI shopping agents are changing product discovery
• What brands need to know about AI visibility and accuracy
• Why curiosity—not technical expertise—is the first step into AI
• Max’s framework for finding your founder edge and spotting the next inflection point
• Why more women need to test, challenge, build, and lead in this space

The message? You don’t need to become an AI engineer overnight.

But you do need to lean in.

Because when algorithms influence what the world buys, representation isn’t a nice-to-have—it shapes who gets discovered, which products get recommended, and whose needs become the default.

🎧 Press play and join the AI visibility revolution.

Bold Brands. Fierce Women. One Sisterhood.
And a few very evolved men helping us build it.

SHeCOMMERCE:

Website: https://shecommercepodcast.com/
LinkedIN: https://www.linkedin.com/company/shecommercepodcast/
YouTube: www.youtube.com/@SHeCOMMERCEPodcast

In this episode, Max Sinclair, founder of Azoma and ex-Amazonian, breaks down how AI shopping agents—like ChatGPT, Gemini, Amazon Rufus, and Walmart’s Sparky—are completely rewriting the rules of how consumers discover and buy products online. From monumental algorithmic shifts to the collapse of traditional keyword SEO, discover why optimizing for Agentic Commerce is the mandatory new frontier for brands and retailers.

• The Agentic Discovery Shift: Why we are currently at an early-2000s inflection point resembling Google’s massive takeover of Yahoo search.

• The Shrinking Digital Shelf: Moving away from Page 1 on Amazon to surviving a world where AI agents only recommend the top 5 highly personalized products.

• Keywords vs. LLM World Knowledge: Why Amazon's Cosmo algorithm underlines a permanent shift away from traditional keyword stack-ranking.

• The Science of Query Fanout: Breaking down why the average AI commerce query performs 10 internal subqueries and cites 15 different sources before answering.

• The Big Tech Breakdown: Analyzing the direct bottom-line impact of Amazon’s Rufus, Alexa for Shopping, Google Gemini Spark, and Universal Cart.

• Walmart’s Sparky & Meta’s Ecosystem: What happens when a retail app becomes fully "AI-native" and average order sizes instantly jump by 35%.

• The Netscape Trap: The existential hurdle facing ChatGPT and why custom retailer apps (like Target and Sephora) are stepping in.

• Action Plan: Max introduces Azoma's groundbreaking 5C Framework for Generative Engine Optimization (GEO).

• The Black Friday Boom: AI chatbots and agents drove $14 Billion in sales on Black Friday alone, influencing 20% of total purchases.

• The Rufus Effect: Rufus drove $12 Billion in incremental revenue for Amazon, making users who interact with it up to 60% more likely to purchase.

• The Sparky Surge: Walmart shoppers using Sparky place orders that are, on average, 35% larger, with weekly active users doubling quarter-over-quarter.

To stay visible in the age of conversational search, your brand needs a completely new playbook. Max introduces Azoma's 5C Framework—the ultimate guide to mastering agentic commerce optimization and protecting your AI share of voice.

👉 [Download Azoma's Official 5C Framework White Paper Here ]

• Website: https://www.azoma.ai/

• LinkedIn: https://www.linkedin.com/in/max-sinclair-ai/

• Subscribe to the Podcast: Hit follow on Spotify to never miss an episode on the fast-moving AI retail landscape!

Keywords: Agentic Commerce, Generative Engine Optimization, GEO, Amazon Rufus, Walmart Sparky, Google Gemini, Max Sinclair, Azoma, AI Ecommerce Strategy, Answer Engine Optimization

In this episode of The New Frontier, Jo and Max are joined by Artiom Enkov , VP of Insights at Gener8 to unpack one of the first detailed UK and US data studies on Amazon Rufus usage. Drawing on a fully consented metered panel of more than 50,000 Android users, Generate reveals a surprising demographic twist: Rufus is indexing highest among older shoppers, especially Baby Boomers, Gen X, and retired users, rather than the AI-native younger generations many would expect.

The conversation dives into how shoppers are actually using Rufus inside Amazon. In the US, where Rufus has more advanced functionality and account memory, users lean heavily on comparison, product evaluation, post-purchase questions, and more complex prompts. In the UK, where Rufus is still more limited, usage is more focused on quick factual answers about products. The team explores why Rufus appears to be less about top-of-funnel discovery and more about helping shoppers navigate the “messy middle” of purchase decisions.

The episode also looks ahead to the future of AI-powered commerce, including sponsored Rufus prompts, advertising inside AI shopping journeys, trust in AI recommendations, and Amazon’s move toward scheduled actions and agentic purchasing. From comparison tables to automated replenishment, the discussion highlights how Rufus could reshape not only search and advertising on Amazon, but the way brands think about optimization in an AI-first shopping environment.

This podcast is brought to you by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Azoma⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ and ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Amazing Wave⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠. ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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In this episode of The New Frontier, Max sits down with Ian Simpson, SVP of Innovation at Sensor Tower, to unpack new data on how Amazon shoppers are using Rufus, Amazon’s AI shopping assistant. Based on a panel of 60,000 real U.S. shoppers tracked over 18 months, Sensor Tower found that heavy Amazon users now include Rufus in around 60% of shopping sessions—and shoppers who use Rufus are up to 2.74x more likely to purchase than those who don’t.

Ian explains why the headline is less about Rufus magically creating demand, and more about high-intent shoppers adopting AI to help them find exactly what they already want to buy. The discussion dives into Sensor Tower’s methodology, the difference between web and app behavior, Black Friday and Q1 shopping patterns, and why Rufus usage drops during deal-led browsing events like Amazon’s Big Spring Sale.

Max and Ian also explore what this means for brands selling on Amazon. As AI shopping assistants become embedded in the customer journey, product discovery is changing fast—and brands need to understand how to show up when shoppers ask Rufus for help. From agentic commerce to AI-driven product search, this episode offers a data-backed look at where Amazon shopping is heading next.

This podcast is brought to you by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Azoma⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ and ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Amazing Wave⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠. ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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In this episode of The New Frontier, Max is joined by Martin Schwartzman, Partner and Global AI Lead at OC&C Strategy Consultants, to unpack how agentic AI is reshaping business models and commerce. The conversation starts with the week’s biggest news around agent commerce protocols from Google and OpenAI, exploring what “agentic commerce” really means for consumers. Martin paints a vivid picture of an AI-powered shopping journey where personal agents understand intent, preferences, size, availability, price, and quality—removing friction and shifting personalization from retailers to the consumer’s own AI.

From there, the discussion dives into the implications for e-commerce platforms, brands, and marketplaces. Martin argues that agentic commerce is more of an evolution than a revolution for e-commerce overall, but one that significantly shifts power from the “shop window” to the decision layer controlled by AI. Winners will be brands and retailers with strong products, consistent availability, differentiated data, and superior end-to-end experiences, while those reliant on gaming search algorithms or paid traffic may lose their edge. The episode also explores how Amazon, Walmart, and Target may be affected, including the knock-on disruption to retailer media, loyalty models, and customer lifetime value in a world where AI intermediates the journey.

The conversation then broadens to other industries under pressure from AI, including publishing, data owners, law, and consulting. Martin shares insights on the emerging “gold rush” for proprietary data, the risks of one-off licensing deals, the rise of synthetic data, and what publishers should consider when selling to AI labs. The episode closes with a thoughtful debate on whether consultants and lawyers are ultimately doomed, or simply forced to reinvent themselves, as AI moves toward weak and eventually full artificial general intelligence. A wide-ranging, practical, and forward-looking discussion on how AI is re-wiring the modern economy.

This podcast is brought to you by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Azoma⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ and ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Amazing Wave⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠. ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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In the first 2026 episode of The New Frontier, as is tradition, Max and Jo dive into their annual predictions. They start with a quick look back at their 2025 predictions, many of which, from the AI infrastructure boom to Google’s dip in dominance, proved accurate.

Looking ahead, they forecast a sharp rise in synthetic content, predicting that 30–40% of social media posts will be AI-generated or enhanced by year’s end. This tidal wave of “AI slop” will trigger a backlash, sparking renewed interest in human-made content, premium communities, and slower, more intentional creation. Hyper-personalization will define digital experiences across health, education, and commerce—driven by memory-enabled AI agents that tailor everything to the individual. At the same time, they predict a resurgence in digital PR as brands chase visibility in AI-powered search engines, which increasingly prioritize reputable media over slop-saturated platforms like Reddit and Wikipedia.

The episode also explores the future of agentic commerce, where shopping journeys will shift from passive browsing to active AI assistance. Max predicts Amazon’s Rufus will evolve from a sidebar tool to the primary interface—replacing search entirely for many users. This, paired with the rise of AI wearables, proactive voice interfaces, and ambient agents, will blur the lines between consumer intent and algorithmic anticipation. They round out the conversation with bold takes on world models, long-form AI video, and fully autonomous scientific discovery—framing 2026 as the year AI stops assisting and starts acting.

This podcast is brought to you by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Azoma⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ and ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Amazing Wave⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠. ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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