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Tomorrow in Milan I’ll be talking to fashion leaders about the most underrated revenue lever they own: their product catalog. Honored to join Marc Sondermann for DTC Leader Day at Palazzo Parigi, where I’ll share why the product catalog can become a brand’s biggest competitive advantage. Two ideas I’ll bring to the stage: 1. In fashion, the catalog is everywhere. Your Shopping ads run on it. Marketplaces rank you on it. SEO traffic depends on it. And now AI assistants read it to decide which products to recommend. Every brand knows this. The hard part is doing it: 1,000 products in 5 languages means 5,000 product pages to optimize, every season, without losing your brand’s voice. 2. Agentic commerce is the fastest-growing channel, and fashion is not exempt. Shoppers no longer type “linen blazer”. They ask an AI for “a linen blazer for a summer wedding that won’t crease when I travel”. AI doesn’t see your campaign or your heritage. It reads your product data. If the attributes aren’t there, the recommendation goes to someone else. The good news: this is the most promising channel for fashion brands right now, and it rewards whoever fixes their catalog first. See you tomorrow at Palazzo Parigi Hotel & Grand Spa! #DTC #Fashion #Luxury #AgenticCommerce #eCommerce #catalog

Everyone is talking about Agentic Commerce Optimization, but one thing gets overlooked: without SEO fundamentals, a product never even makes it to the AI's shortlist. Put simply, the path from a prompt to the 3 product options an agent shows you involves two steps. 1️⃣ Discovery. The prompt is expanded into multiple queries (Google calls it query fan-out) that run against a catalog: Google Shopping, Amazon, Shopify Catalog. This is the first cut, and it's driven by keywords and by whether the key information is actually in your product content. 2️⃣ Selection. The products that survive get analyzed: are all the attributes there? Are the use cases, benefits and target customer clear? Everyone focuses on step 2. But if you lose step 1, step 2 never happens. And if you think about it, it makes perfect sense. Google's Shopping Graph holds over 60 billion listings, and more than 2 billion are refreshed every hour. No agent can read them one by one. It filters first, then reasons. To be chosen, you first have to be found. The problem is that for years, SEO on product pages worked like this: the team analyzes a product, identifies the best keywords, reviews competitor pages, selects the most relevant terms, passes them to the copy team, and turns everything into content to publish on the site. That process simply doesn’t scale when you’re managing a large catalog. So only the top products got optimized, and the rest of the catalog sold by chance. In agentic commerce that no longer works. Every page has to be findable and ready to be chosen by an AI. At AndromedAI we turned PDP optimization into a single, scalable flow. Select your products, pick the vertical, launch the analysis. A few minutes later every page shows two scores side by side: PDP Quality Score and Market Potential. PDP Quality Score → how optimized the product page is to be selected by AI. Market Potential → how much demand exists for that type of product and how competitive the opportunity is. Hover over it and you can immediately see where the page is weak: SEO title, H1, meta description, page content, and attribute completeness, each with its own score. Right below, you’ll find the keywords that matter most, together with search volume and difficulty. #agenticcommerce #aishopping

AI-referred shoppers convert better, spend more, and cost nothing to acquire. Walmart, Amazon, and Target all confirmed it in their Q2 2026 earnings. Shopify AI orders tripled. Adobe says AI traffic converts 42% better than traditional channels. This is literally becoming the norm. And a third of product catalogs are still invisible to it. We took a BCG and SimilarWeb report as a starting point and went deep across 7 retail sectors: fashion, luxury, specialty retail, marketplaces, DTC, omnichannel, and mass retail. Read the full breakdown in the first comment 👇

I just did a full breakdown of EVERY ad format currently live inside AI chat: Google, OpenAI and Microsoft. Three companies. Three different approaches to monetizing AI chat. → Google went for scale: 7 ad formats live or in test inside AI Mode, from shopping carousels to AI-generated sponsored explainers. → OpenAI went for speed: Ads launched in February. Self-serve opened in May. Within 6 weeks: $100M annualized run rate, 600+ advertisers. → Microsoft went for checkout: Copilot Checkout already has 500,000+ merchants live. But ads are only half the story. Beneath all three lies the real Agentic Commerce race: whose protocol (UCP or ACP) becomes the default infrastructure for AI-driven product discovery and purchasing. That's the layer users will never see and the one nobody will want to rebuild once it's set. Who's actually ahead depends entirely on which number you look at. Full breakdown in the comments.

46.9% more sales. 483 hours saved. Same team, same products. These are the results we achieved together with Semprefarmacia.it, one of Italy's leading eCommerce pharmacies, after optimizing their product catalog with AndromedAI. These results led us to ask a simple question: What happens when you free up hundreds of hours of manual work and reinvest that time into creating better content? → +163.7% organic impressions (Google Search Console) → +158.7% organic clicks from search results → +46.9% product units sold on the website → -85% time spent on catalog creation The easy read is "AI optimization worked at increasing traffic." The most valuable business insight isn't just the increase in traffic, it's the correlation between organic impressions and product units sold: 0.94. Despite the substantial increase in traffic, the website's conversion rate remained stable throughout the entire period. That single detail tells us the additional traffic wasn't driven by top-of-funnel content or other awareness initiatives. It was high-intent traffic that continued to convert at the same rate, just at a much larger scale. The 483 hours weren't just time saved. They were time redirected, from manual catalog work to the kind of optimization that actually moves impressions, clicks, and sales. None of this would have been possible without a team willing to embrace a new way of working and trust the process from day one. A special thanks to Rosario Delli Bovi, Vincenzo Buoninfante, and the entire Semprefarmacia team for their trust, collaboration, and continuous feedback throughout this journey. Your partnership has been instrumental not only in achieving these results, but also in helping us build a better product. Thank you!

Five teams touch your product catalog. None of them truly owns it end to end. Copy writes it. SEO optimizes it. Brand defines the tone. Marketplace teams adapt it. Paid media rewrites the rules again. Each team optimizes its own piece. Nobody is responsible for optimizing the product catalog for the audience that matters next: AI agents. That gap used to be survivable before AI. If your catalog was weak, you could compensate with more ad spend. But inside AI assistants, there is no budget that can save you when an agent can't understand your product. AI will simply recommends the competitor whose data it can read, compare, and trust. Many eCommerce teams still don't have a defined approach to Agentic Commerce. That needs to change quickly as Agentic Commerce traffic is growing 1,200% Y/Y and converting 42% better than traditional channels. The good news is that most companies don't need to build a new team. The expertise already exists within the organization. The people who know which attributes matter, how marketplaces work, what customers search for, and why catalogs become operational nightmares every season are already there. They just need the right tools and the right skills. In the first article of our new blog, we break down how companies can adopt Agentic Commerce Optimization by up-skilling existing catalog teams instead of creating another silo. We also explore: • Why ACO won't follow the same adoption path as GEO. • Why catalog ownership is becoming a strategic problem. • Which new role is emerging inside leading organizations. 🔗 Link in the first comment 👇 Bonus: We're running a small pilot of free Agentic Commerce up-skilling sessions for selected eCommerce teams. If your organization is starting to prepare for this shift, send me a DM and if it's a good fit, we'll organize a dedicated session for your team.