Action guide

30 / 60 / 90 Day Playbooks

A 90-day path from understanding to operating capability — three phases, three deliverables. Then filter the priorities by your segment and function.

Days 1–30

Understand

Build the shared picture and assess exposure.

→
Days 31–60

Experiment

Test discovery, build APIs, create GEO content.

→
Days 61–90

Operationalise

Roadmap, governance, budget, capabilities.

First 30 Days · Understand

  • Educate leadership on agentic commerce
  • Map your buying journeys end to end
  • Assess exposure by category and channel
  • Identify the assumptions you are betting on

Deliverable  Agentic Commerce Assessment

Days 31–60 · Experiment

  • Test how AI tools discover and rank you
  • Build the APIs agents need to transact
  • Create Generative Engine Optimisation content
  • Explore high-value use cases

Deliverable  Pilot initiatives

Days 61–90 · Operationalise

  • Define the roadmap and target operating model
  • Create governance for agent access, identity and risk
  • Allocate budget against the biggest exposures
  • Build the capabilities and roles you will need

Deliverable  12-month roadmap

Make it relevant to you

The 90-day path is universal, but the priorities differ by where you sit. Filter by your segment or your function to see the moves that matter most.

By segment
FMCG Durable goods Travel Insurance Banking & wealth
By function
CEO CIO CFO CMO CCO

FMCG — e.g. P&G, Unilever

  • Recommendation algorithms — win the engine, not the shelf glance
  • Subscription & replenishment — the default agent basket
  • Shelf visibility → feed visibility
  • Brand power → data power (feeds, reviews, claims)

Durable goods — automotive, electronics, appliances

  • Comparison agents — do the spec work a showroom used to
  • Configuration agents — build and price the option set
  • Ecosystems — lock-in shapes what the agent surfaces
  • Service revenues — the durable margin after commoditised hardware

Travel

  • AI trip planners
  • Dynamic packaging
  • Agent-to-agent booking

Insurance

  • AI brokers
  • Claims automation
  • Product comparison

Banking & wealth

  • Personal finance agents
  • Automated switching
  • Advice agents

CEO · strategic questions

  • Where is our exposure, by category and channel?
  • Where do we own the relationship vs. meet the third-party agent?
  • What is our agentic-commerce thesis and bet?

CIO · architecture & readiness

  • APIs and MCP for agent access
  • Agent identity & security
  • Agent-readiness and architecture

CFO · economics

  • New economics & shifting revenue pools
  • Agent-era metrics
  • Investment priorities

CMO · discoverability

  • Generative Engine Optimisation
  • Brand discoverability
  • Zero-click marketing
  • Content architecture

CCO · commercial model

  • Pricing in an agent-mediated market
  • Channel conflict
  • The agent-era sales model