Agentic commerce is transforming how retailers interact with customers, requiring them to communicate brand identity through product data for AI agents, writes Akeneo CEO Romain Fouache. With up to $5 trillion in global revenue expected via agentic commerce by 2030, retailers must ensure that product information is complete, consistent and enriched to stand out and coordinated across teams, Fouache writes.

"Just as brand identity can't live solely in marketing, product data can't be siloed to a back-office line item," he writes.