Everyone called checkout the new frontier of agentic commerce. Then it stumbled. OpenAI paused in-chat Instant Checkout, and Walmart saw roughly 3x lower conversion buying inside the chat versus its own site. The frontier didn't disappear. It moved upstream, to the content the agent reads before it ever decides to surface you. Rufus, Sparky, ChatGPT, and Gemini each read your catalog differently, and a single optimized listing no longer travels across all of them. This session shows why product content is now revenue infrastructure, and how to make your catalog legible to every agent before the machines pick winners without you.

• Why the transaction layer got commoditized and content became the real battleground, backed by the 2026 data on Instant Checkout and in-chat conversion.
• How the major agents read differently: Rufus rewards descriptive, review-driven content while Sparky rewards structured, attribute-complete data, and why optimizing for one loses surface area on the others.
• A practical playbook for machine-readable catalog content across every marketplace, using Amazon's July 27 mandatory 75-character title change as the live proof that the deadline is already here.