Commercial Excellence in the Agentic Age: A Preview of the AACSB Insights Framework
In June 2026, AACSB Insights will publish a framework I have been developing for two years. It addresses a question that most commercial organisations are not yet asking: what does commercial excellence look like when the buyer is not human?
The framework is the Agentic Commerce Maturity Framework, and it emerged from a specific frustration. Every diagnostic tool available to commercial leaders today assumes a human decision-maker at the centre of the purchase process.
GEO, AIO, and the Question Every Commercial Strategist Is Getting Wrong
GEO optimises for AI citation. AIO® optimises for autonomous agent selection. Understand the distinction that will define commercial strategy in the decade ahead.
The marketing profession has a long tradition of adopting new acronyms faster than it develops new thinking. GEO - Generative Engine Optimisation - is the latest addition to that tradition. It describes something real and commercially important. It also creates a conceptual ceiling that, if left unexamined, will cost organisations significant revenue.