A lot of brands are focused on Generative Engine Optimization (GEO) right now — making sure their products surface when consumers ask ChatGPT, Perplexity, or Claude for recommendations. That’s a great first step. But as I explain in this episode, the next frontier isn’t just about being found — it’s about being bought.

We’re entering an era where AI agents won’t just recommend products, they’ll actually complete transactions on behalf of consumers. And that’s where Agent Commerce Optimization (ACO) comes in. I walk through how ACO differs from GEO, what consumer brands need to know to prepare for agent-driven commerce, and what’s in your control (versus what’s in your retail partner’s hands).

If you’re a CPG brand selling primarily through retailers, this episode is for you. I’ll break down the nine-step ACO framework from Retailgentic and share actionable advice for how brands can start these crucial conversations with their retail partners today.

This episode is sponsored by Mirakl Ads

Timeline

[00:00] - The rise of generative engine optimization (GEO) and why it’s only half the story
[01:34] - Introducing Agent Commerce Optimization (ACO) aka preparing for AI agents that buy on behalf of consumers
[02:12] - GEO vs. ACO: discovery versus transaction
[03:15] - Why CPG brands need retailers to open their sites to agent crawlability
[05:00] - The nine-step ACO framework — what’s in your control and what isn’t
[06:00] - Expanded attributes and contextual data: helping AI agents understand how and why products are used
[07:30] - Tracking product cards and digital shelf analytics for AI-driven search
[09:00] - How to collaborate with retailer partners to ensure your products are agent-ready
[09:56] - Where to learn more: Retailgentic ACO framework and other resources

Links & Resources

Check out Scot Wingo's original Agentic Commerce Optimization (ACO) framework at Retailgentic
Read the blog version of this podcast - Why GEO Isn't Enough: What CPG Brands Actually Control in Agentic Commerce
Subscribe to Retailgentic
Read my article Commerce GPTs Explained—And Why Retail Media Professionals Need to Pay Attention
Read my article AI-Enabled Shopping Hits 74% Adoption
Subscribe to Retail Media Breakfast Club's daily newsletter
Follow Scot Wingo on LinkedIn
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What CPG Brands Actually Control with Agentic Commerce Optimization (ACO)

Retail Media Breakfast Club

What CPG Brands Actually Control with Agentic Commerce Optimization (ACO)