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AI Shopping Agents Demand Structured Product Data, Akeneo VP Says
Justin Thomas of Akeneo warns retailers that AI assistants will exclude products with incomplete or inconsistent data, making structured product information critical infrastructure.
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Retailers and brands that want their products found by AI shopping assistants need to overhaul product data, according to Justin Thomas, VP Sales Northern Europe at Akeneo. The shift to agentic commerce means algorithms increasingly decide which products get seen before a human shopper ever clicks a link.
"If customers cannot find your product, they cannot buy it," Thomas said. That principle has governed retail for decades. Now the shelf itself is changing.
Shoppers will soon ask a digital assistant to find the best cordless vacuum under £300 or the most sustainable trainers available tomorrow. The AI will research and present a handful of recommendations. Thomas said brands will compete for the machine's confidence, not just human attention.
Product information must go beyond rich descriptions and compelling imagery. The AI weighs specifications, pricing and availability. It also considers customer reviews, sustainability credentials and delivery promises. Incomplete or inconsistent data gives the AI reason to exclude a product entirely.
Availability, pricing, promotions, regional restrictions, delivery options, warranty information, certifications and customer reviews all become signals. Thomas said AI agents will increasingly ask whether they can trust the product, not just whether it exists in stock.