Agentic commerce

Prepare your products, content, and commerce ecosystem for AI-driven buying journeys.

Summary:

Agentic commerce prepares your products, content, and commerce ecosystem for AI-driven buying journeys. Columbus helps organisations implement agentic commerce that improves AI visibility, enables intelligent product discovery, and creates connected customer experiences across B2B and B2C commerce.

Agentic commerce solutions that get your business discovered 

AI is transforming e-commerce, from product discovery and search to product recommendations and purchasing decisions. Increasingly, customers rely on AI assistants and intelligent agents to research, compare, and recommend products before they ever visit a website. By preparing your product data, content, and commerce ecosystem for AI-driven discovery, agentic commerce enables AI to understand, compare, and recommend your offerings. This helps organisations improve discoverability, influence buying decisions earlier, and create more relevant customer experiences across B2B and B2C commerce. 

At Columbus, we help retailers, manufacturers, and distributors build AI-ready commerce through agentic commerce solutions that strengthen visibility, improve customer experiences, and prepare businesses for the next generation of digital commerce.

Explore how we helped residential developer Bonava use AI to create high-quality home descriptions in seconds here. 

Why choose Columbus for agentic commerce? 

We combine expertise in digital commerce, AI, and data to help retailers, manufacturers, and distributors build AI-ready commerce. From strategy to implementation and optimisation, we help your business become visible, trusted, and chosen by AI. 

Our agentic commerce services and expertise 

  • Agentic commerce strategy and advisory
  • AI readiness and commerce assessment
  • Implementation, strategy and optimisation  
  • AI-ready PIM and optimisation 
  • Unified commerce for B2B and B2C
  • Commerce AI and AI orchestration integration
  • Customer experience – CRO and personalisation strategy
  • Data strategy and AI governance
  • Customer portals and AI-assisted buying
  • Analytics and continuous optimisation 


From strategy and implementation to optimisation and continuous improvement, we help you build the capabilities needed to become visible, trusted, and chosen by AI. 

How agentic commerce creates business value

Agentic commerce helps organisations become visible, trusted, and chosen in AI-driven buying experiences by preparing product data, content, and commerce systems for intelligent discovery and recommendation.

  • Measure how AI assistants discover, interpret, and recommend your products. Identify opportunities to improve visibility across AI-powered search, GEO, discovery, and recommendation experiences. 

  • Expose pricing, availability, APIs, configuration, and commercial logic so AI agents can evaluate, recommend, and transact with your business in real time. 

  • Build structured, enriched, and AI-ready product information that enables AI systems to understand, compare, and confidently recommend your products across digital channels. 

  • Move beyond traditional search by ensuring your business is considered during AI-powered discovery, recommendation, and product evaluation, before customers ever visit your website. 

  • Combine agentic commerce with unified commerce, Product Information Management (PIM), and AI orchestration to create connected commerce AI experiences across B2B and B2C. 

  • Connect product information, content, business systems, and AI agents so new AI capabilities can be introduced quickly without disrupting existing commerce operations. 

  • Improve data quality, semantic structure, and commercial logic so AI systems consistently present accurate, trustworthy, and contextually relevant recommendations. 

  • Build the capabilities needed to support AI assistants, autonomous agents, and the next generation of digital commerce, enabling your organisation to adapt as customer behaviour continues to evolve. 

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Customer case

Bonava transformed home descriptions with AI in seconds

From days of manual copywriting to AI-generated home descriptions in any language within seconds, discover how Bonava partnered with Columbus to reduce costs, accelerate content production, and scale consistent customer experiences across multiple European markets.

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Explore our partner capabilities

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Shopify partner

As a trusted Shopify Partner, Columbus helps retailers and brands build scalable e-commerce solutions through Shopify implementation, ERP integration, unified commerce, and AI-powered customer experiences.

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Optimizely partner

As an Optimizely solution partner, Columbus helps organisations create personalised digital experiences through Optimizely, CMS, experimentation, digital commerce, and AI-powered optimisation.

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Akeneo partner

Looking for an Akeneo partner? As an Akeneo diamond solution partner, Columbus helps businesses centralise, enrich, and activate product data through Akeneo PIM and PXM.

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Frequently asked questions

  • Agentic commerce is a model where AI agents actively influence or execute parts of the buying journey. These agents interpret intent, evaluate options, and recommend or initiate transactions based on data and context.

  • AI systems analyse customer intent, retrieve structured product and service data, compare alternatives, and generate recommendations. In some cases, agents can also configure products, request quotes, or initiate purchases.  

  • Agentic commerce represents a shift from human-led browsing to AI-mediated decision-making. AI agents increasingly detect intent, shortlist options, and guide purchases, fundamentally changing how brands are discovered and selected. Organisations that are not machine-readable risk being excluded before customers ever reach their channels.

  • The focus shifts from driving traffic to influencing AI-driven decisions. Businesses must ensure their product data, pricing, policies, and content are accessible to AI systems that compare and recommend options in real time.

  • Both. B2C benefits from AI-driven discovery and recommendations, while B2B benefits from AI-assisted evaluation, configuration, and solution comparison.

  • AI agents shift influence from visual experience to structured data and trust signals. Agents compare attributes such as price, availability, delivery speed, and policies, meaning operational clarity and data quality become key differentiators. 

  • Most organisations start by:  

    • Structuring product and service data  
    • Improving semantic clarity of content  
    • Making pricing and configuration logic accessible  
    • Identifying AI-influenced discovery points  
    • Defining measurable use cases  

    This creates the foundation for AI-driven decision participation.

Take your agentic commerce to the next level

AI orchestration

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No need to fear – AI-driven personalisation, when done right, delivers results

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PIM, AI and GEO: The new rules of product discoverability

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Key takeaways:

  • Agentic commerce helps organisations be discovered and chosen in AI-driven buying journeys, where decisions are shaped before customers reach your channels.
  • Success requires business-led initiatives focused on influencing decisions and AI visibility, not isolated AI features or experiments.  
  • Long-term results depend on structured product data, accessible commercial logic, and continuous optimisation for evolving AI-driven discovery.

Get in touch

Dan Andersson
Dan Andersson

GTM & Solution Director, Digital Commerce

Senior advisor with 40+ years’ experience driving business transformation across retail & manufacturing. Specialising in strategy, marketing & content, commerce and AI.

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