Platforms are already publishing guidance on how brands should prepare for AI-driven shopping and agent-mediated discovery. But when we look at the evidence emerging from real search environments, conversational interfaces and early agentic commerce pilots, a more complex picture appears.

The official playbooks focus on structured data, product feeds and technical hygiene, yet they overlook deeper visibility gaps forming across conversational discovery, recommendation layers and the emerging infrastructure connecting agents, platforms and merchants.

In this session, we separate platform narrative from real-world signals, explore the blind spots nobody is discussing yet, and outline the practical steps SEOs should be taking now to ensure their products remain discoverable, recommendable and purchasable as agentic commerce begins to scale.