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