01
Being seen is not being chosen.
If AI systems cannot read your products, they cannot recommend them. But appearing in an AI answer is not enough. The commercial question is whether your product is selected in the buying moment.
Agentic Commerce Readiness for the EU
How customers find you
How customers find you
is changing.
How they buy is next.
AI is already deciding which products get recommended. Soon, it will complete the purchase.
Lex Agentica helps brands operating in the EU win at both stages. We build the visibility, trust signals and regulatory foundation that AI systems require to find, understand and recommend your products.
The evidence
By 2030
up to 15%
of European e-commerce spending will be driven by AI agents by 2030
Our Point of View
Agentic commerce will be won by the brands AI systems can trust.
AI commerce is not only about being visible. It is about being selected, trusted and responsibly acted on. Adoption will depend on trust: consumers must trust AI recommendations, companies must trust how their products are interpreted, and regulators must be able to see that these systems operate responsibly.
02
AI confidence is the new shelf space.
AI systems rely on product data, claims, reviews, third-party sources, policies and consistency across markets. Weak signals create hesitation, substitution or exclusion. Strong signals earn the recommendation.
03
Without answerability, no scale.
Agentic commerce will only scale if customers, companies and regulators can trust how AI systems recommend, disclose, decide and act. In the EU, governance is commercial infrastructure.
These beliefs shape the Lex Agentica readiness model and the way we work with clients and partners.
The Lex Agentica readiness model
The shift from search to agents is a journey, not a single event. We prepare brands across four connected layers to ensure you are not just found, but preferred and shoppable by AI agents, with governance embedded from the start.
Customer
asks, sets preferences, approves
the agent
acts on behalf of the customer
Brand
must be ready to be selected
01
To be found
Visibility
Can AI systems recognise your brand, understand when your products are relevant and surface them in real buying situations?
Representative signals we assess
Queries
Sources
Entity clarity
02
To be trusted
Data integrity
Is your product, brand and claims information consistent, clear and reliable across the sources AI systems check?
Catalogue
Feeds
Structured data
Claims consistency
03
To be sellable
Capability
Can agents parse your site, read commercial data and act on your offer without friction?
DOM and markup
Accessibility
APIs
Checkout
Protocols
04
To scale safely
Governance
Are transparency, consent, human oversight and audit controls in place so agentic commerce can operate responsibly?
Consent
Transparency
Human oversight
Auditability
When these four layers are weak, AI systems may struggle to find, trust, recommend or transact with your brand.
Ways to work
Start where the question is clearest.
Some teams are ready for the audit. Others need a strategy call, workshop or scope conversation first. The path depends on what you need to understand and how fast the business needs to move.
01 · Clarity first
Strategy call
For leaders who need to understand what AI commerce means for their category before committing to a diagnostic.
Request strategy call →02 · Main diagnostic
Visibility and Selection Audit
A senior-led audit of how AI systems describe, trust and recommend your products across platforms, languages and buyer contexts.
See the audit →03 · Operational readiness
Commerce and transaction readiness
Assessment of product data, machine-readability, pricing, checkout, policies and agent compatibility.
Discuss scope →04 · Control and oversight
Governance and strategic control
EU AI Act transparency, disclosure mapping, human oversight, internal rules and audit-ready documentation.
Discuss governance →Integrated engagement
AI Commerce Readiness Programme
For organisations that need the whole system: visibility, data integrity, capability and governance aligned across teams.
An ongoing AI commerce research practice, focused on the EU market.
Lex Agentica runs systematic AI commerce testing across EU categories, languages and platforms. The findings inform every engagement as AI systems evolve.
Language Test · EU markets
80%
of product recommendations changed when the query language changed. Same product, same platform.
Brand Safety · Live platform
Harmful
visibility detected: one brand appeared in 80% of queries, with active safety warnings and competitor redirects.
Session Consistency · Same query
€1,185
average price difference between logged-in and incognito sessions for the same product query. Zero product overlap.
Read the full research findings
The same methodology informs the Visibility and Selection Audit.
About the Founder
María Berrío
I founded Lex Agentica because most AI commerce advice is either too technical, too vague, or built for the US market. The EU regulatory environment, the consumer context, and the actual behaviour of AI platforms in EU product categories are all different in ways standard marketing guidance does not capture.
I bring 25 years of experience inside real commercial pressure across marketing, business development and e-commerce. This is backed by completing the Oxford AI Ethics, Regulation and Compliance Programme at Saïd Business School, University of Oxford, AI certifications from Oxethica, and my own systematic testing across EU product categories and AI platforms.
Based in Munich. Working with e-commerce organisations across the EU market.
AI Ethics and Audit Certified · CAIA · CAIE · CAIP
Oxford AI Ethics, Regulation and Compliance · Saïd Business School, University of Oxford
Oxethica AI & AI Auditor certified
25+ years marketing & e-commerce
Based in Munich
Also available: executive workshops, internal team training, and speaking engagements on agentic commerce, AI visibility and European governance. Get in touch to discuss.
Frequently Asked Questions
What is Lex Agentica?
Lex Agentica is an independent strategic advisory focused on AI-driven commerce in the EU. The work is led by María Berrío, combining commercial strategy, infrastructure literacy, and regulatory alignment. Lex Agentica operates as a specialist advisory practice. When required, we collaborate with domain experts. We define what needs to change and why. Execution remains with your internal teams or trusted partners.
What is agentic commerce?
Agentic commerce refers to purchasing journeys where AI systems do more than recommend products. They compare options, interpret specifications, and increasingly facilitate transactions on behalf of customers. In this model, your brand is evaluated by systems before it is evaluated by people. How your products are structured, described, and governed directly influences inclusion and positioning.
How do I know if this is relevant for my organisation?
If AI systems cannot currently find, understand, and recommend your products, that gap is already costing you. AI-driven discovery is influencing purchase decisions across European markets now, not in the future. If you want to understand the implications before committing to anything, a leadership strategy call or workshop is a good place to start.
Do you offer legal advice?
No. This work is strategic and advisory. Lex Agentica supports governance-by-design and content clarity aligned with EU frameworks, but legal interpretation remains with your legal or compliance teams. Collaboration is encouraged.
Do you work only with EU companies, and in what languages?
Lex Agentica works with organisations operating in or selling into the EU market. Assessments are delivered in English, Spanish, German, and Italian.
How is this different from AI SEO or content optimisation?
AI SEO often optimises for citations and mentions: being included in AI-generated text. AI Commerce Visibility goes further. We look at whether your brand is eligible for recommendation, trusted enough to be cited consistently, and structurally ready for agent-mediated transactions. Content is one signal. Protocol readiness, governance and multilingual attribute completeness are also part of the picture.
Does this apply if we are not yet doing agentic commerce?
Yes. AI-driven product discovery is already shaping purchase decisions across EU markets. Acting now helps your team build visibility, data quality and trust signals before agent-led transactions become more common.
What resources are required internally?
Engagements usually need access to product data samples, feed structures, and one commercial and one technical point of contact. The work integrates with existing teams rather than requiring a new internal structure.
Two useful ways to begin.
Ready for a strategic view? Request a strategy call. Already clear on the problem? Start with the Visibility and Selection Audit.