Azoma Agentic Commerce Decoded
AI shopping hasn’t taken off just yet, but it will!
We attended a great event organised by Azoma called Agentic Commerce Decoded organised by Max Sinclair which was dedicated to helping brands prepare for the agentic commerce era.
A few things that really stood out:
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Consumers are starting to trust AI more than traditional sources like friends and family when making decisions.
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AI Shopping hasn’t taken off just yet, but it will and it is still early days. Tools like Rufus on Amazon will be super important and feeding LLM’s information and recommendations will benefit massively.
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Another thing is that the learning curve is steep. Teams are trying to keep up with their day-to-day responsibilities while also adapting to a completely new commerce landscape.
But the great thing about events like this one is that it accelerates our ability to learn and what might take months to piece together alone can be learned in an afternoon.
Toucan’s Take
This shift isn’t just about new tools; it’s about a fundamental change in how brands get discovered and how people will shop.
Winning in this space will come down to:
• Being the most trusted answer, not just the most visible.
• Building presence in the sources LLMs actually pull from.
• And aligning content, PR and retail signals to feed AI, not just search engines.
The brands that start doing this now will build a compounding advantage as AI recommendations become the default.
A massive shoutout to all the presenters and Azoma for inviting us, it’s clear to see how big the transformation in agentic commerce is going to be and how important it is for brands to start preparing now so they don’t get left behind.