Mark William Lewis is one of the leading voices in agentic commerce, helping brands prepare for a world where AI agents discover, recommend, and purchase products on behalf of consumers. As Founder and CEO of Netalico, a Shopify Premier Partner agency, he has guided hundreds of ecommerce brands through replatforming, conversion optimization, and AI readiness programs. His 20+ year career spans senior engineering roles at NASA and HP before founding Netalico in 2012. Mark holds an MBA from The Wharton School.
Monday, August 10: Summit Day
9:15 AM AI & the Customer Journey: Keynote Client Case Study: From the Field: What AI Shopping Optimization Actually Delivers — Real Results, Real Misses, and How to Measure Both
AI agents are already shopping on your customers' behalf. They're picking what gets recommended, what gets ignored, and what never comes up at all. Most brands still haven't looked hard at what AI surfaces when a customer is ready to buy. The brands pulling ahead aren't chasing trends; they're running structured assessments of catalog answerability and off-site authority, then measuring what actually moves.
Join Mike Micucci, CEO of Fabric, and Mark Lewis, Founder of Netalico, as they share insights from brand engagements over the past year. Expect real examples: brands where AI-referred shoppers added to cart 30 to 70 percent more often than other traffic and one that converted at twice the rate, alongside a brand AI recommended for the strength it wrote down and ignored for the equally true one it left off the page. It's a real look at what worked, what didn't, and how to measure and communicate the business impact to your leadership team.
Key takeaways:
- Running a 360-degree assessment of how your brand shows up in AI search — market context, opportunity cost, and the real upside and downside risks
- Making your product catalog "AI-answerable": using scorecard-based evaluation of completeness, structured data, and content quality — before spending a dollar on enrichment
- Pairing on-site readiness with off-site authority building — why GEO and AEO only work together, and how citations get earned
- Measuring and communicating results: the metrics that prove business impact (like conversion rate lift from AI-driven traffic) versus the vanity numbers that don't
Check out the incredible speaker line-up to see who will be joining Mark.
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