Max Sinclair is the Founder and CEO of Azoma (formerly Ecomtent), which generates AI-powered product content across eCommerce sites. Before founding Azoma, he spent six years at Amazon, where he launched Amazon Business in the UK, Amazon.sg in Singapore, and Amazon Grocery across the EU. Max is also the host of New Frontier: The AI for ecommerce podcast.
AI is no longer just influencing how people search; it's starting to decide what they buy. As intelligent agents take on more decision-making, brands are facing a future where visibility depends less on ads and more on recommendations. How should businesses prepare for an environment where AI chooses on behalf of the consumer?
Max Sinclair notes that agentic commerce is already emerging, driven by AI systems that can analyze multiple data points and make personalized decisions for users. As an expert in AI-driven commerce and digital optimization, he emphasizes that brands must optimize for how AI understands, evaluates, and recommends products, not just how humans search. Max advises moving fast, aligning content across channels, and empowering teams to experiment rather than wait for certainty. The brands that act decisively now can leverage AI-driven recommendations effectively.
In this episode of The Digital Deep Dive, Aaron Conant chats with Max Sinclair, Founder and CEO of Azoma, about the rise of agentic commerce and its implications for brands. Max shares how AI agents influence purchasing decisions, what companies must do to stay visible in AI search, and why fast organizational adoption will define the winners in 2026.
