What is agentic commerce optimisation (ACO)?

ACO is the practice of making a brand's products discoverable, understandable and recommendable by AI shopping agents across ChatGPT, Gemini, Amazon Rufus, Alexa for Shopping, Walmart Sparky and Perplexity.

Which AI shopping agents are covered?

Azoma's platform covers ChatGPT, Gemini, AI Overviews, Perplexity, Amazon Rufus, Alexa for Shopping and Walmart Sparky.

Large Language ModelsAI Business & IndustryYahoo Finance AISep 7, 2026Sep 7, 2026, 19:01 JST

Azoma sets ACO platform criteria as AI agents reshape B2B buying

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3 Key Points

What happened
Azoma outlined what enterprise brands and digital shelf teams should look for in agentic commerce optimisation platforms, citing Harvard Business Review's projection that 90% of B2B purchases will flow through AI agent exchanges by 2028.
Why it matters
Previously, brands could rely on search and retail visibility. Now, AI agents like ChatGPT and Google Gemini cite sources differently, so brands need per-agent monitoring rather than one-size-fits-all strategy.
What to watch
Azoma's analysis shows each agent cites differently—ChatGPT 41% earned media, Gemini 41% retailer, Alexa for Shopping 73% affiliate. The key test is whether platforms can act on findings at catalogue scale.

WHO IT HITSEnterprise brand managers and digital shelf teams who must ensure their products are visible and recommendable to AI shopping agents now need platforms that monitor each agent separately, as Azoma's analysis shows citation patterns vary by agent.

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Context & Analysis

Azoma's announcement comes as algorithmic shopping transitions from concept to commercial reality. Harvard Business Review reported in August 2026 that Google, OpenAI, Microsoft and Shopify have all launched agentic commerce protocols in the past year. Gartner now projects that by 2028, 90% of B2B purchases—more than $15 trillion—will flow through AI agent exchanges.

The critical insight from Azoma's Q2 2026 analysis is that citation behavior differs markedly by agent. ChatGPT favors earned media at 41%, while Gemini leans toward retailer sources at 41%. Alexa for Shopping relies on affiliates at 73%. This fragmentation means brands need platforms that monitor and optimise per agent, not a single universal strategy.

The stakes are significant for enterprise brands: those not visible to AI agents risk being excluded from a growing share of the purchase journey. Whether ACO platforms deliver on visibility tracking, citation-source analysis, competitive benchmarking, and catalogue-scale action will likely determine which brands thrive in this emerging channel.

FAQ

What is agentic commerce optimisation (ACO)?: ACO is the practice of making a brand's products discoverable, understandable and recommendable by AI shopping agents across ChatGPT, Gemini, Amazon Rufus, Alexa for Shopping, Walmart Sparky and Perplexity.
Which AI shopping agents are covered?: Azoma's platform covers ChatGPT, Gemini, AI Overviews, Perplexity, Amazon Rufus, Alexa for Shopping and Walmart Sparky.

Yahoo Finance AIRead Original Article

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