Designing for Agentic Commerce:
Why Brands Need to Be Legible to AI

The first entity evaluating your brand may no longer be a person.

In our GEO report, we anticipated a shift in how brands reach the people they serve, with AI taking on a growing role in that relationship. That future is arriving ahead of schedule. Agents are already shaping how consumers discover, compare, and evaluate products, which raises a fascinating question: what happens when the first reader of your value proposition isn't a human, but a machine acting on someone's behalf?

This report explores that shift, often called agentic commerce, and the layer enterprises can shape right now: agentic experience (AX). To understand how it's being built, we went to the startups operationalizing it: LIFT Labs portfolio companies Profound and Auxia, along with Channel3, Envive, and Scrunch. Their work points to a single idea: representation comes before execution. Agents rely on structured, machine-readable information, so how an offering is represented shapes whether it gets considered at all. Inside: why this conversation is accelerating, what early checkout experiments revealed, and how enterprises can make their value legible to machines ahead of the competition.