Growing high-end fashion brands where brand is everything and now building the agentic commerce infrastructure that keeps you visible, trusted and buyable in an AI-first marketplace.
I've been thinking about something a researcher said recently in a podcast conversation about the ChatGPT ad rollout. She spent close to two decades tracking the growth of social media as a commercial channel and was one of the first analysts to formally call it as a major
Something I've been looking at more closely over the past few months is GTIN ownership. Not whether brands have GTINs on their products because most do. I’ve been looking at who the GTIN is registered to at the GS1 level. This may sound dull as dishwater but
The commercial landscape is undergoing a quiet yet profound mutation. For decades, online shopping followed a predictable choreography: search, click, purchase. Efficient, mechanical, transactional. Now a different pattern is surfacing. Agentic Commerce is reshaping the journey into something more subtle: discover, trust, authorize. Instead of humans rummaging through digital shelves,
I've been noticing a pattern across a few brand accounts I look after. Sessions arriving via direct to a product detail page, usually mobile, with a engagement that's shorter than you'd expect from a cold visitor but a conversion rate that's higher.
I was doing a feed audit for a brand about three months ago. Solid products, decent site, reasonable organic traffic. When I looked up their hero product in a Google AI Overview query for their category, what came back was thin. A title, a price, a truncated description. No material
Try something before you continue. Open ChatGPT, Perplexity, or whatever AI assistant you use regularly and ask it about your brand. Ask what you sell, who your fans are, what you're known for. Ask it to describe your hero product. What comes back will tell you something that
Something I've noticed over the last year or so across the brands I work with: customers are arriving with a level of product specificity that used to previously take months. They've already compared the competition. They already know your lead times. In some cases they'