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.