Zero-Click Commerce and the Rise of Buying Agents: A conversation with Kevin Williams

In this episode, host Damien Filiatrault talks with Kevin Williams, founder of Ascend AI, about what “agentic commerce” actually means as shopping and discovery start shifting into ChatGPT- and Gemini-style interfaces. They break down the path from today’s LLM-assisted recommendations to “zero-click” transactions that happen entirely inside an AI chat, without users ever visiting a traditional checkout flow. Kevin explains why brands are seeing meaningful declines in organic traffic, why being discoverable now requires a mix of AEO (answer engine optimization) and GEO (generative engine optimization), and how those strategies extend beyond your website into reviews, sentiment, and the broader web. They also dig into the messy reality of emerging standards (product feeds, schema, and competing protocols) and what builders may actually need to implement to make products legible and purchasable by agents. If you’re building for e-commerce, marketing, or the next web experience, this episode offers a practical look at what’s changing, what’s still unsettled, and how to prepare before “zero-click” becomes the default.