# Deloitte’s Jim Rowan explains agentic search optimization and its impact on commerce

Digest AI · Enterprise & Industry · published 2026-10-28T15:53:32Z

Canonical: https://digestai.news/story/deloittes-jim-rowan-explains-agentic-search-optimization-and-its-impac

## Summary

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 warns that brands must prioritize **interoperability** and **trust infrastructure**, including identity verification and fraud prevention, as agents handle payments and negotiations autonomously.

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.

## 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

## Why it matters

Agentic commerce forces businesses to rethink data infrastructure, security, and customer trust—reshaping how brands compete in an AI-driven market.

## Sources

1. [Jim Rowan, US Head of AI at Deloitte](https://unite.ai/jim-rowan-us-head-of-ai-at-deloitte-interview-series) (Unite.AI, 2026-10-28)

## Cite

Digest AI, "Deloitte’s Jim Rowan explains agentic search optimization and its impact on commerce", 28 October 2026, https://digestai.news/story/deloittes-jim-rowan-explains-agentic-search-optimization-and-its-impac

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