From SEO to AIO: Agent Intent Optimization in the Age of Algorithmic Shoppers

Academic Research / Scholarly ArticlesArtificial Intelligence (AI)Agentic Commerce
Written By Paul F. Accornero

Abstract

Search Engine Optimization (SEO) has long defined how firms make products discoverable to human consumers. However, the emergence of AI agents that transact autonomously on behalf of consumers presents new challenges for digital marketing strategies. This paper introduces Agent Intent Optimization (AIO), a conceptual framework for optimizing product visibility and selection probability in AI-mediated commerce environments. We also introduce the term "Shopper Schism" to describe the fundamental separation between human intention and algorithmic execution that characterizes this new commercial landscape. Through synthesis of emerging industry evidence and established marketing theory, we propose that AIO represents a shift from psychological persuasion to logical optimization. Drawing on recent empirical research demonstrating distinct AI agent purchasing behaviors, we develop a five-component framework for AIO implementation and explore its managerial implications. While SEO targets human cognitive processes, AIO focuses on machine-interpretable signals, structured data, and algorithmic decision criteria. This conceptual framework contributes to understanding how digital marketing may evolve as AI agents become more prevalent in commercial transactions. (Working Paper – Under Review for Journal Submission)

Keywords: Agent Intent Optimization, Shopper Schism, AI Agents, Algorithmic Commerce, Agentic Commerce, Search Engine Optimization, Digital Marketing, Artificial Intelligence, Consumer Behavior, Platform Economics, Technology Acceptance, Machine Learning, E-Commerce Optimization

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Paul F. Accornero

Paul F. Accornero is a C-suite leader, global strategist, and the author of the forthcoming book, The Algorithmic Shopper. He currently serves as the Global Chief Commercial Officer for one of the world's market-leading consumer goods companies, where he is a key architect of its global commercial strategy. In this role, he directs a multi-billion-euro business with a P&L spanning over 120 countries and is responsible for the performance of thousands of employees worldwide.

Paul stands at the intersection of classic brand building and the next frontier of commerce. His career has been defined by leading profound organizational and digital transformations for some of the world's most iconic consumer brands. For over a decade at the L'Oréal Group, he was instrumental in shaping commercial policy and strategy across the Asia Pacific region, including serving as Chief Commercial Officer for the Consumer Products Division in P.R. China. Since 2008, he has been a driving force behind the globalization of his current company, spearheading the omnichannel strategies that have successfully navigated the disruption of the digital age. His leadership has a proven track record of delivering exceptional results, including driving revenue growth exceeding.

His unique perspective is not merely academic; it has been forged through decades of hands-on operational experience and senior leadership roles on multiple continents. He has served as CEO, President, or Managing Director for major subsidiaries in the USA, Japan, and Singapore, giving him an unparalleled, ground-level view of the global commercial landscape he deconstructs in his work.

A rigorous strategic framework complements this extensive real-world experience. A graduate of the University of Queensland, Paul completed his postgraduate business studies at Harvard Business School, where he studied disruptive strategy under the world’s foremost thought leaders, including the late Clayton Christensen. This blend of C-suite practice and elite academic insight makes him uniquely positioned to write the definitive playbook for the age of AI-driven commerce.

As an active and respected industry leader, Paul is a Fellow of both the Institute of Directors (FIoD) and the Chartered Institute of Marketing (FCIM) in the UK. He is also a Liveryman of the World Traders Livery Company and a Freeman of the City of London, affiliations that connect him to a deep network of influential business leaders.

The Algorithmic Shopper is more than a book; it is the culmination of a career spent leading on the front lines of commercial evolution.

https://theaipraxis.ai
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