Optimization for AI’s Agentic Era

Online shopping has become a way of life for most Americans. With fewer brick-and-mortar stores and increasingly less in-stock inventory, where else can people find what they need, and let’s face it, perhaps more of what they want but don’t need? 

According to a 2024 Citi survey, the average American spends 62 minutes shopping online each week, or about 54 hours per year. All that scrolling and clicking doesn’t include the 10 or more minutes that more than 90% of customers spend researching their purchases, or even the extra time trying to find a coupon for a discount or free shipping. 

Browser extensions are popping up to help online consumers find the deals they used to happily hunt for in stores and delivering discounts galore, but it still takes time to shop and match the deal with the desired purchase. Time, however, is one thing Americans never seem to have enough of, and now, thanks to artificial intelligence, online shoppers can take multitasking to the next level. 

Agent-Oriented Shopping Is Already Happening

AI-powered personal shoppers, or AI agents, can now pretty much take care of the shopping so Americans can just get on with their day. Here’s how it works for consumers: People enter their criteria, specifying what kind of item they’re looking for, budget parameters, shipping timeframe and maybe a specific retailer—but maybe not. They then authorize the automated AI agent to purchase this item on their behalf with a credit card. While the agent works in the background shopping, people can continue carrying out whatever they need to do whether that’s cooking, finishing homework or reports for work, putting the kids down to bed, or really whatever else they’d like to do. Sounds like a win for anyone and everyone.  

Shopify and ChatGPT have already launched their own agents, and adoption of this technology is anticipated to be swift. Artios founder Andreas Voniatis sees them becoming mainstream in two to three years, and in order for retailers and professional service companies to be on the short list in the agentic era, they need to be the authority in their space.

How Retail and Professional Services Companies Can Prepare

AI agents work off of a model context protocol (MCP), or a code that helps websites and browsers communicate with AI agents so they can easily explore and get the information to meet the shopper’s parameters. While many online retailers make it easier for shoppers to find their goods by participating in a complex web of connections and data providers, this structure actually makes it more difficult for an AI agent to identify the right solution to shoppers’ queries. In effect, the MCP will simplify that web, allowing the AI agent to behave like a human and make purchases on behalf of its client. As a result, companies need to optimize their online retail environment using the MCP in order to be a candidate in consideration for the AI agent.  

Another way companies can get the attention of AI agents is by making sure their website is generative engine optimized (GEO) with content that is authoritative and able to feed AI’s insatiable hunger to become smarter than it is. As with other AI technology, AI agents have limited computing power, meaning they won’t spend a lot of resources hunting through all the available options. Instead, they’re going to prioritize solutions based on what they know to be trustworthy brands and automatically include them on the short list for consideration. All the others would simply be ignored, which is why GEO is critical for any company that wants to be in the position to receive automated new business or inquiries.

Even though MCP was originally envisioned for ecommerce and online stores, the application of AI agents can be expanded to professional services. Consider applications in law, accounting and other similar industries. Though there’s nothing to purchase, the AI agent can do the research and make an appointment with access to its client’s online calendar. Artificial intelligence is already transforming the travel industry, and AI agents like Trip Genie can further revolutionize the way people book their trips. 

How to Win Business in AI’s Agentic Era

The world of AI boils down to one thing: trust. If companies can effectively demonstrate their trustworthiness, whether it’s through scalable research or expertise that adds value, AI will reward that trusted brand’s authority over others and recommend that company over competitors. 

To win in the agentic era of AI, companies must first improve their GEO performance and optimize their websites to meet the needs of MCP, which together will enhance the AI automated shopping experience. Adopting new optimization methods and implementing MCP may require additional planning and support. 

According to data mined by Artios, more than a quarter of leading marketers indicate they are new to the concept and are open to seeking guidance (26%).

An equal share of leading marketers feel they are fully prepared and equipped (14%) as well as already exploring adoption models (14%), while nearly half say they are interested but unsure where to start (45%) and another 14% say they need further training and resources. 

Many companies don’t know how to become authoritative, but Artios can help. Its process includes a foundation campaign that focuses on the data behind buyers’ concerns about whatever problem they’re trying to solve. The next phase effectively positions its client’s company as the best overall problem solver, demonstrating authority to AI search and AI agents. This GEO process coupled with Artios’s proven track record of delivering game-changing results for 100% of its clients within 90 days ensures clients not only get recommended by AI search but also make the short list for future agentic shopping experiences.

The agentic era is already here, and those who keep up with change will be rewarded. Let Artios get your company in prime position to demonstrate its authority to AI. Let’s talk.