What CPG Brands Actually Control with Agentic Commerce Optimization (ACO)

A lot of brands are focused on Generative Engine Optimization (GEO) right now — making sure their products surface when consumers ask ChatGPT, Perplexity, or Claude for recommendations. That’s a great first step. But as I explain in this episode, the next frontier isn’t just about being found — it’s about being bought.We’re entering an era where AI agents won’t just recommend products, they’ll actually complete transactions on behalf of consumers. And that’s where Agent Commerce Optimization (ACO) comes in. I walk through how ACO differs from GEO, what consumer brands need to know to prepare for agent-driven commerce, and what’s in your control (versus what’s in your retail partner’s hands).If you’re a CPG brand selling primarily through retailers, this episode is for you. I’ll break down the nine-step ACO framework from Retailgentic and share actionable advice for how brands can start these crucial conversations with their retail partners today.This episode is sponsored by Mirakl AdsTimeline[00:00] - The rise of generative engine optimization (GEO) and why it’s only half the story[01:34] - Introducing Agent Commerce Optimization (ACO) aka preparing for AI agents that buy on behalf of consumers [02:12] - GEO vs. ACO: discovery versus transaction [03:15] - Why CPG brands need retailers to open their sites to agent crawlability [05:00] - The nine-step ACO framework — what’s in your control and what isn’t [06:00] - Expanded attributes and contextual data: helping AI agents understand how and why products are used [07:30] - Tracking product cards and digital shelf analytics for AI-driven search [09:00] - How to collaborate with retailer partners to ensure your products are agent-ready [09:56] - Where to learn more: Retailgentic ACO framework and other resourcesLinks & ResourcesCheck out Scot Wingo's original Agentic Commerce Optimization (ACO) framework at RetailgenticRead the blog version of this podcast - Why GEO Isn't Enough: What CPG Brands Actually Control in Agentic CommerceSubscribe to RetailgenticRead my article Commerce GPTs Explained—And Why Retail Media Professionals Need to Pay AttentionRead my article AI-Enabled Shopping Hits 74% AdoptionSubscribe to Retail Media Breakfast Club's daily newsletterFollow Scot Wingo on LinkedInFollow Kiri on LinkedIn