Jennifer Peters, Director of DTC, MarTech, and Digital Compliance at OLLY (a Unilever-owned supplement brand), outlined a grounded agentic commerce strategy in a Retailgentic podcast episode, emphasizing practical wins over AI-for-AI's-sake initiatives (Retailgentic). Peters, a self-taught Shopify developer, highlighted concrete optimizations: catalog feed enhancement, FAQ additions to product detail pages using existing content, and AI-ready attributes pushed back by partners—none customer-facing (Retailgentic). Her philosophy: clean schemas and data structure deliver SEO and agentic benefits simultaneously.
For commerce practitioners, Peters' work reframes agentic optimization as an extension of foundational e-commerce discipline. She emphasizes connecting DAM, creative, and marketing stacks before layering AI on top, and notes that OLLY's website—previously 7 or 8% of revenue—is now the brand authority source agents consult first, including for third-party platforms like Walmart's Sparky and Amazon's Rufus (Retailgentic). Peters advises keeping existing OKRs and business goals unchanged while using AI to execute them faster, and validates recommendations by triangulating signals across multiple tools before acting.
Peters also flagged emerging headwinds: growing backlash against data centers, and a potential counterculture positioning