The New Frontier: The Agentic Commerce Optimization Podcast

Dunnhumby ventures Invests in Azoma | Max Sinclair on The Agent Economy

The Role of an Agency in an Agentic Commerce World with Aisha Khan, Head of Dentsu Commerce NA

The rapid emergence of AI agents—such as Meta Muse, Amazon’s OpenAI partnership, and Instacart’s Clementine—is fundamentally transforming commerce from a search-based activity into a system of delegated decision-making. Aisha Khan, Head of Dentsu Commerce for North America, emphasizes that this shift requires agencies ...

Behind PerfectTed's meteoric rise from a £500k Dragons' Den valuation to £140m with co-founder Levi Levinfiche [Rebroadcast]

PerfectTed, the UK’s fastest-growing energy brand, leverages the functional benefits of matcha to challenge the dominance of traditional, high-sugar energy drinks. The business pivoted from a failed ready-to-drink latte concept to a successful energy drink, fueled by a commitment to natural ingredients and a distinct b...

How Grüns Is Winning by Updating Product Content Weekly with Emma Lifer, Marketplace, SEO/AEO and Merchandising Manager

Agentic commerce functions as a new digital aisle, requiring brands to pivot from traditional keyword stuffing to intent-based messaging that clearly defines product benefits. Emma Lifer, Marketplace SEO and Merchandising Manager at Grunz, emphasizes that maintaining visibility in this landscape demands weekly content ...

The 5Cs of Agentic Commerce: A framework that actually makes sense for the era of Shopping Agents with Lauren Livak of the Digital Shelf Institute, Aaron Conant of BWG Connect, & Max Sinclair of Azoma

Agentic commerce requires a strategic shift toward the "five Cs" framework: completeness, context, citations, correctness, and customer acquisition. Brands must move beyond traditional SEO by ensuring product data is comprehensive and structured for AI agents. Providing specific context—such as answering nuanced consum...

The Agentic Commerce Revolution: Max Sinclair on the SheCommerce Podcast live at Women in Amazon Business Summit

Agentic commerce optimization represents a fundamental shift in how brands must approach digital retail as AI shopping agents replace traditional keyword-based search algorithms. Unlike legacy SEO, which prioritized ranking for specific keywords, modern commerce requires optimizing for the world knowledge of Large Lang...

The State of Play in Agentic Commerce, by Max Sinclair (CEO & Founder of Azoma)

Agentic commerce represents a fundamental shift in consumer behavior, moving from traditional keyword-based search to AI-driven discovery and purchasing. As AI agents like Amazon’s Rufus, Google’s Gemini, and Walmart’s Sparky become the default interface for shopping, brand visibility is shrinking, forcing companies to...

Amazon Rufus Adoption is highest amongst Women, the Highly Educated, and Baby Boomers with Artiom Enkov of Gener8

Amazon’s AI shopping assistant, Rufus, reveals counterintuitive adoption trends, with retired Baby Boomers indexing significantly higher than younger, tech-savvy generations. Data from Gener8 indicates that Rufus serves primarily as a transactional tool for mid-journey shoppers rather than a top-of-funnel discovery eng...

60% of Amazon Shoppers Use Rufus, and Those Who Do Purchase 2.74x More: Ian Simpson of Sensor Tower on Tracking 60,000 Shoppers

Amazon shoppers who utilize the AI assistant Rufus demonstrate a 2.74x higher conversion rate compared to non-users, with 60% of heavy Amazon users incorporating the tool into their shopping sessions. Data from Sensor Tower, which tracked 60,000 US shoppers over 18 months, reveals that Rufus usage is primarily driven b...

New Frontier: The Agent Economy: Business Model Disruption in the Age of AI

The podcast explores how agentic AI will disrupt business models, particularly in e-commerce, with Martin Schwartzman, Partner and Global AI Lead at OCNC Strategy Consultants. Schwartzman explains how AI-driven agents can revolutionize the customer journey by anticipating needs, remembering preferences, and comparing p...

2026 AI & Ecommerce Predictions with Jo & Max (Agentic Commerce, AI Wearables, The Death of Prompting and more)

In the first episode of The New Frontier in 2026, Max and Jo review their 2025 predictions, highlighting Jo's accurate forecasts regarding energy infrastructure, AI data centers, and Google's market share dip, while Max got half a point for predicting AI translations for pets. They then dive into their predictions for ...

Sponsored Prompts: Amazon Ads' new format for the era of AI Search [Recorded Live from the Amazon Ads Educators' Summit]

Max and Oana discuss the Amazon Ad Summit, focusing on the newly announced Sponsored Prompts. They explain that these prompts are live and appear under Rufus questions, marked as sponsored. Currently, sellers can't choose these auto-generated prompts but can influence them through campaign structure and listing optimiz...

Alibaba’s AI Sourcing Agent Accio, and the Future of Agentic Commerce, with Ziwei Chen

In this episode of The New Frontier, Max and Jo interview Ziwei Chen, a product marketing lead at Accio, Alibaba, about the differences in technology adoption between China and the U.S., particularly in AI. Ziwei discusses how China rapidly applies foundational technologies across various aspects of daily life, such as...

Pivoting a failing marketplace business to an $11m ARR Enterprise AI SaaS with Gaétan Rougevin-Baville

In this episode of The New Frontier, Max interviews Gatia, the CEO of Diffusely, about his journey in building an AI-powered visual production platform. Gatia recounts the company's initial marketplace model under the name M.E.R.O., connecting photographers with companies needing visual content, and the challenges it f...

Navigating Answer Engine Optimization (AEO) at Mars Wrigley during the era AI Discoverability, with Global Director of Search Tory Bradley

In this episode of The New Frontier, Max Sinclair interviews Tory Bradley, Global Ecom Retail Search Director at Mars Wrigley, about the evolving landscape of e-commerce search and the impact of AI. Tory discusses Mars Wrigley's historical adaptation to technology, comparing the shift to electricity in the 1920s to the...

The New Rufus: Reason, Research & Remembrance with Max Sinclair

In this interview, Max Sinclair discusses the Rufus white paper and its implications for brands on Amazon. He clarifies that his team and Andrew Bell produced the paper, which explores how AI is changing e-commerce. Max views Rufus as Amazon's move to create the best e-commerce agent, similar to how they built the best...

How to raise a $11m Series A and disrupt a $1.7tn market with Jonny Plein

In this episode of The New Frontier, Max and Jo interview Jonny Plein, a repeat founder, investor, and advisor, about his entrepreneurial journey. Jonny shares insights from his first business, Pouch, a browser extension that sourced voucher codes, and its subsequent acquisition. He also discusses his current venture, ...

Behind Pattern's $2.5 billion IPO, with CRO Bryce Warning and COO Rob Hahn

In this episode of The New Frontier podcast, Jo interviews Bryce and Rob from Pattern about their company's recent IPO and the current state of the Amazon seller landscape. They discuss the importance of having a good product and being world-class at selling and moving it, emphasizing the role of technology and data in...

The Next Six Months Will Define Which Brands Win In AI Search - Here's How To Make Sure You Are Recommended By ChatGPT (Azoma Founder Max Sinclair's Guide to Answer Engine Optimization)

In this episode of Scaling Europe, Max Sinclair, founder of Azoma, discusses how AI is changing search and the opportunities it presents for brands. Max shares his background at Amazon and explains how AI search differs from traditional keyword-based ranking systems, emphasizing the importance of understanding user nee...

How to Structure Your Organization in the Age of AI with Lauren Livak

In this episode of The New Frontier, Max and Jo interview Lauren Livak-Gilbert, Executive Director of the Digital Shelf Institute, about her research on organizational structures in the age of AI. Lauren shares insights from surveying 90 brand leaders, discussing misconceptions about AI, the need for omnichannel strate...