Deloitte’s Jim Rowan explains agentic search optimization and its impact on commerce
Jim Rowan, US head of AI at Deloitte, outlines how AI agents are reshaping digital commerce by acting as intermediaries between businesses and customers. He distinguishes agentic search optimization from traditional SEO and GEO, noting that agents not only recommend products but execute transactions—demanding structured, machine-readable data, consistent pricing, and verifiable reviews. Rowan…
Key points
- AI agents will execute purchases, not just recommend them, requiring brands to optimize for **structured, machine-readable data** and **real-time verification**
- Deloitte forecasts **$26B in AI search ad spending by 2029**, necessitating new transparency rules for agent-driven transactions
- Companies must build **interoperable systems** and **identity controls** to prevent fraud while allowing human oversight for critical decisions
Rowan predicts U.S. advertisers will spend $26 billion on AI search ads by 2029, requiring new transparency rules to prevent margin leakage. While agents may handle routine purchases, high-stakes decisions—like contracts or sensitive transactions—will likely remain under human oversight. Deloitte advises businesses to start by testing agent interactions in controlled environments and gradually integrate AI into workflows while preserving human oversight.
Jim Rowan, US Head of AI at Deloitte
Unite.AI · 28 October 2026
Loading the full article…
This text was published by Unite.AI and written by Antoine Tardif, CEO & Founder of Unite.AI. It is reproduced here with attribution so you can read it in full; the rights remain with the publisher. Read it at the source ↗
The headline, key points and digest above were generated by Digest AI's editorial model from the linked sources. Automated summaries can contain errors: the sources are the record. Spotted a mistake? Tell us. Published by Martin K., who runs Digest AI and handles corrections.
More in Enterprise & Industry
All →- AWS outlines enterprise agent platform architecture on Bedrock AgentCore · 1 src
- Microsoft sets pay-as-you-go Copilot Business credits as default in December · 1 src
- Drata expands AI agent governance to address insider threats in enterprise AI · 1 src
- AI tools fill data gaps but struggle with accuracy for high-value accounts · 1 src
- Goodwin adds AI governance benchmark to Claude for Legal · 1 src
Comments
via GitHub Discussions