Max Sinclair is the Founder and CEO of Azoma (formerly Ecomtent), which generates AI-powered product content across eCommerce sites. Before founding Azoma, he spent six years at Amazon, where he launched Amazon Business in the UK, Amazon.sg in Singapore, and Amazon Grocery across the EU. Max is also the host of New Frontier: The AI for ecommerce podcast.

Here’s a glimpse of what you’ll learn:

• [1:22] Max Sinclair introduces Azoma’s mission in AI-driven brand recommendations
• [3:19] What is agentic commerce?
• [5:00] How AI health agents are changing consumer trust, personalization, and buying behavior
• [9:27] Steps brands should take to prepare for AI recommendations and agent-driven shopping
• [18:01] The importance of hands-on experimentation for AI learning
• [24:41] A future-looking view on world AI models and their potential impact on commerce and media

In this episode…

AI is no longer just influencing how people search; it’s starting to decide what they buy. As intelligent agents take on more decision-making, brands are facing a future where visibility depends less on ads and more on recommendations. How should businesses prepare for an environment where AI chooses on behalf of the consumer?

Max Sinclair notes that agentic commerce is already emerging, driven by AI systems that can analyze multiple data points and make personalized decisions for users. As an expert in AI-driven commerce and digital optimization, he emphasizes that brands must optimize for how AI understands, evaluates, and recommends products, not just how humans search. Max advises moving fast, aligning content across channels, and empowering teams to experiment rather than wait for certainty. The brands that act decisively now can leverage AI-driven recommendations effectively.

In this episode of The Digital Deep Dive, Aaron Conant chats with Max Sinclair, Founder and CEO of Azoma, about the rise of agentic commerce and its implications for brands. Max shares how AI agents influence purchasing decisions, what companies must do to stay visible in AI search, and why fast organizational adoption will define the winners in 2026.

Resources mentioned in this episode:

• Aaron Conant on LinkedIn
• BWG Connect  
• Max Sinclair on LinkedIn 
• Azoma 

Quotable Moments:

• “It's not truly agentic because it's not taking multiple independent steps.”
• “This adoption moves quicker than anyone thinks is even possible.”
• “What better way to learn than just to jump into it?”
• “Either you…want to be part of it, or you don't.”
• “I think we will move in 2026 beyond LM and the large language model.”

Action Steps:

1. Establish an AI readiness task force: Creating a cross-functional team with executive backing enables faster decision-making and experimentation as AI-driven commerce evolves. This prevents bottlenecks and ensures your brand adapts at the speed of AI adoption.
2. Optimize content for AI recommendations, not just search engines: AI agents evaluate context, credibility, and narrative consistency across channels. Aligning messaging across product listings, websites, and PR increases the likelihood of being recommended by AI systems.
3. Empower teams to experiment and learn by doing: Hands-on testing with AI tools builds real understanding faster than training alone. This approach helps teams stay current as AI capabilities and consumer behaviors shift rapidly.
4. Secure senior leadership buy-in early: Agentic commerce impacts revenue, marketing, and operations, making it a C-level priority. Leadership support ensures resources, authority, and urgency are aligned with the scale of the change.
5. Act before certainty arrives: Waiting for perfect clarity risks falling behind competitors already adapting. Early action allows brands to learn, iterate, and defend visibility before AI-driven buying behaviors become the default.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.