This episode introduces the concept of Agentic Commerce, where AI assistants like Amazon Rufus and Google Gemini significantly influence product discovery and purchase decisions. It highlights the shift from traditional keyword SEO to optimizing for AI visibility, offering a new framework for brands to adapt to this evolving landscape and emphasizing the critical role women play in shaping AI development in commerce.
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 fo