LLMs aren’t just answering questions anymore: they’re becoming the very first step of the shopping journey. In the kickoff episode of this four-part Agentic Commerce Expert Series (sponsored by Mirakl Ads), I sit down with Amelia Van Camp, Head of Agentic Commerce at Mirakl, to unpack what’s really happening as product discovery moves upstream into AI assistants.

We get into what consumers are actually doing inside LLMs today, why 'discovery' now looks completely different from traditional search, and what retailers should prioritize before launching their own shiny AI shopping assistants. If AI agents are scraping your product pages and deciding what to recommend, the real question is: do they trust your data? This episode breaks down how ranking, trust, intent-based attributes, and Generative Engine Optimization (GEO) are reshaping the rules of retail.

This episode is sponsored by Mirakl Ads

Timeline

[00:00] – Why LLMs are becoming the first step of shopping, and what that means for retailers
[00:45] – Amelia’s role as Head of Agentic Commerce and how Mirakl is approaching AI-first commerce
[02:45] – The data behind AI-assisted shopping (including in-store usage)
[05:09] – What makes LLM-based discovery fundamentally different from traditional advertising and search
[06:45] – What AI agents actually look for on your product pages (and why trust is everything)
[08:59] – Intent-based attributes, GEO (Generative Engine Optimization), and how to optimize for AI-driven ranking
[10:45] – Why retail sites won’t die despite the fact that decision-making has officially moved upstream

Links & Resources

Download Mirakl's agentic commerce white paper: Why marketplaces & dropship platforms win in the agentic commerce era
Follow Amelia Van Camp, Head of Agentic Commerce at Mirakl, on LinkedIn
Read my related articles:
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AI Shopping Is Here: How LLMs Are Rewriting Retail Discovery [Agentic Commerce Expert Series Part 1 of 4]

Retail Media Breakfast Club

AI Shopping Is Here: How LLMs Are Rewriting Retail Discovery [Agentic Commerce Expert Series Part 1 of 4]