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Google just announced Information Agents and Universal Cart at I/O. The timing of this episode couldn't be better.

When AJ Ghergich and I recorded this conversation, agentic commerce was still something most marketers were treating as a future problem. After last week's Google I/O announcements, it's a this-quarter problem — at least for brands paying attention.

AJ leads the consulting and AI team at Botify and works with some of the largest retailers in the world. His take is clear: the AI agent doing research on behalf of your buyer isn't a bot to optimize for. It's a customer to serve. And the brands that understand that now are the ones that will be visible when the transaction layer fully arrives.

This is Part 2 of a three-part series. Part 1 covered why your dashboards are lying to you and what bot traffic is actually doing to your analytics. This conversation picks up with what comes next — and what your brand needs to do before agentic commerce goes mainstream.

In this episode:

• What agentic commerce actually is — and why visibility is the prerequisite that most brands are skipping
• Why this Black Friday could be the first one where agentic commerce affects your revenue numbers (even if it's only 5%)
• AJ's reframe: AI is not a technology layer, it's a customer type — and why that changes everything about how you organize your content
• Attributes vs. intent — why "14-inch wheels" loses to "can this stroller handle the subway and the park" when an agent is making the recommendation
• How to think about AI agent personas the same way you'd build buyer personas (yes, really)
• What smaller brands on Shopify should focus on right now versus what large retailers need to be doing with Google's Universal Commerce Protocol
• Why specificity is the content strategy for agentic commerce — and what that looks like in practice

Let’s connect:

LinkedIn → Cassie Clark | Fractional Content Strategist
Website → https://cassieclarkmarketing.com

Download Freshness, Structure, Authority: The Framework for AI Search Visibility:

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P.S. Is your brand losing its "Answer Authority"?

Most series A/B and enterprise brands are being "nudged" out of AI search results because of entity gaps and "stale" content. I am opening a limited number of specialized audit slots to help you reclaim your Share of Voice using the FSA Framework (Freshness, Structure, Authority).

Request your 7-Day AI Search Visibility Audit: https://cassieclarkmarketing.com/ai-search-visibility-audit/

If you're listening to this and thinking I need someone to lead this for me, that's what I do.

I'm an AI search optimization expert and a fractional content strategist for startups and enterprise brands. If that sounds like the kind of help you're looking for, email me at cassie@cassieclarkmarketing.com.