Episode 30: Max Sinclair - The AI Visibility Revolution & Why Women Need To Shape It

AI isn’t coming for commerce—it’s already deciding what gets discovered, recommended, and purchased.

In this special episode created in partnership with WIAB—Women in Amazon Business, Cristina and Jacqui sit down with Max Sinclair, founder and CEO of Azoma, to unpack the AI visibility revolution and what it means for brands, retailers, founders, and women shaping the future of commerce.

Max spent six years at Amazon, including helping establish its search operations in Singapore. Now, he’s helping brands understand a very different kind of discovery landscape—one where shoppers may no longer scroll through pages of products because AI assistants are narrowing the options for them.

Think fewer search results. More personalized recommendations. And eventually? An AI agent choosing the product before the shopper ever sees the alternatives.

Convenient? Absolutely.

A little terrifying for brands still relying on yesterday’s SEO playbook? Also yes.

Max introduces Azoma’s Five C’s of agentic commerce optimization—completeness, context, citations, correctness, and customer acquisition—and explains why brands need to start thinking beyond keywords and product-page rankings.

The conversation also gets into the “SHe” in SHeCOMMERCE: why women cannot afford to sit politely on the sidelines while AI systems are being built, trained, and deployed.

Women influence enormous portions of household and consumer spending. They understand the customers, categories, and real-life decisions these systems will shape. Their voices, experiences, and leadership need to be embedded in the technology—not added as an afterthought.

Inside the episode:

• Why traditional search strategies are no longer enough
• How AI shopping agents are changing product discovery
• What brands need to know about AI visibility and accuracy
• Why curiosity—not technical expertise—is the first step into AI
• Max’s framework for finding your founder edge and spotting the next inflection point
• Why more women need to test, challenge, build, and lead in this space

The message? You don’t need to become an AI engineer overnight.

But you do need to lean in.

Because when algorithms influence what the world buys, representation isn’t a nice-to-have—it shapes who gets discovered, which products get recommended, and whose needs become the default.

🎧 Press play and join the AI visibility revolution.

Bold Brands. Fierce Women. One Sisterhood.
And a few very evolved men helping us build it.

SHeCOMMERCE: 

Website: https://shecommercepodcast.com/
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