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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

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 visibility consultant 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. 

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

Let’s connect:

LinkedIn → Cassie Clark | AI Search Visibility Consultant
Website → https://cassieclarkmarketing.com

Join Cassie Clark for a free live training, How to Build an AI Search Visibility Strategy, on November 5, 2026, at 1 PM ET.

Learn how to identify relevant AI search opportunities, diagnose visibility gaps, establish a measurement baseline, and prioritize your next steps. Includes live Q&A.

Register for free: https://cassieclarkmarketing.com/ai-search-training/

Wondering what AI search means for your business?

Cassie Clark Marketing helps startups and enterprise brands understand how AI systems discover and recommend them, identify what affects their visibility, and develop executable strategies.

Services include team training, AI visibility diagnosis, strategic consulting, and fractional marketing leadership.

www.cassieclarkmarketing.com