The next battleground for brands is being chosen by AI. Every day, AI engines and autonomous agents decide which brands to recommend, compare, cite, and transact with on behalf of consumers. Brands now need to become the trusted choice AI selects.
This shift is already underway. Adobe data shows that AI-referred traffic to U.S. retail websites grew 4,700% year over year through mid-2025. Salesforce reports that AI and autonomous agents influenced one in five online orders globally during Cyber Week, driving an estimated $67 billion in sales.
As AI becomes the interface between consumers and brands across discovery, evaluation, and purchase, a new competitive layer is emerging. The AI decision layer is where AI systems evaluate trust, relevance, authority, and transaction readiness before deciding which brands make the shortlist. Brands that fail to influence this layer risk being excluded before a customer ever sees them.
To compete in this new environment, you need to understand how AI makes decisions and what influences whether your brand is discovered, understood, trusted, and ultimately chosen in the age of agentic commerce.
How to take your brand from found to actioned
Agentic commerce readiness follows a sequential path. Start by making sure AI engines can find your brand, then progress through the remaining stages to enable agentic transactions.
Step 1: Get found by enabling AI discovery and access
Machine accessibility is the foundation of AI visibility. To enable AI discovery and access, prioritize technical hygiene and token efficiency.
Start by allowing the right crawlers on your website. Google, OpenAI, Anthropic, and Bing must be able to reach your content without unintended restrictions.
Get the basics right. Set up XML sitemaps and robots.txt. Then address crawl errors, create canonical tags, and ensure strong Core Web Vitals. Render your website content server-side so agents can reliably navigate and reason over your pages.
Support token efficiency. Bloated HTML often consumes valuable tokens that AI systems could otherwise use to understand your content, products, and brand.
Publish AI-ready assets. An llms.txt file provides large language model (LLM) crawlers with a concise map of your website, while Markdown versions of your content can significantly reduce token consumption. These updates make it easier and more efficient for AI systems to process and understand your brand.
Dig deeper: The enterprise blueprint for winning visibility in AI search
Be the brand AI recommends.
See where your brand appears in AI search, where competitors are winning, and what it takes to become the answer AI recommends.
See your AI visibility
Step 2: Be understood by building semantic clarity
To be understood by AI engines, you have to build entity authority. This allows AI engines to interpret…
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