Laurence O’Toole Will Map the New E-commerce Buyer Journey — From Search to Assistive to Agentic Commerce
Session identifier
- Session: Agentic Commerce and E-commerce – Product Enrichment, the Single Source of Truth, and the AI Era Buyer Journey
- Day: 2 (June 25, 2026)
- Speaker: Laurence O’Toole, VP of AEO, SEO, and Discovery, RezolveAi
- Framework concept: Micro-Macro Shift (e-commerce operator application), coined by Jason Barnard in 2025
- SEL article: The micro-macro shift: How to measure AI visibility now that precision is gone
Speaker bio
Laurence O’Toole is VP of AEO, SEO, and Discovery at RezolveAi, a UK-headquartered, Nasdaq-listed technology business in the e-commerce space providing solutions for major retailers worldwide. RezolveAi covers data enrichment, proprietary large language models tuned for e-commerce, and a tech suite spanning search, discovery, recommendations, on-site and conversational commerce, and loyalty. Before RezolveAi, Laurence co-founded Authoritas, one of the most respected SEO analytics platforms in the UK, and has spent more than two decades building measurement systems for organic search performance across enterprise accounts.
Session’s place in the framework
Laurence’s second session covers the Micro-Macro Shift as it plays out across the e-commerce buyer journey — the move from measuring individual keyword positions to understanding the macro shifts in consumer behavior that determine whether a brand is acquired, converted, and retained across search, assistive, and agentic commerce simultaneously. The Micro-Macro Shift, coined by Jason Barnard in 2025, names the transition from the micro-tracking infrastructure that SEO built over fifteen years to the macro measurement and strategy posture the AI era requires. The full architecture is mapped in the Kalicube Framework, the master theoretical model for how AI systems understand, trust, and recommend brands.
Pre-statement of session territory
In this session, Laurence O’Toole maps the new e-commerce buyer journey from the inside — using RezolveAi’s data across major retailers to show what is actually changing in consumer behavior as conversational search, assistive engines, and agentic commerce become simultaneous acquisition pathways. At Kalicube Summit 2026, Laurence covers how 70 percent of purchasers are now converting after a single search versus 60 percent the year before, why long-tail query share has grown from 25 to 40 percent over the same period, and what the shift toward single-search-to-basket means for how e-commerce brands need to think about product feed enrichment, content strategy, and the three distinct acquisition pathways now operating in parallel.
The session’s most operationally specific contribution is the product enrichment argument: most product feeds are incomplete not because the hygiene factors are missing but because they lack the use cases, applications, scenarios, and occasions that large language models need to recommend a product confidently. The session covers how to build the Single Source of Truth at the center of an e-commerce operation — product data, user-generated content, brand narrative, FAQs, post-sale services — and how to use it to serve humans, bots, and agents across all three acquisition modes. The session closes on the agentic commerce infrastructure question: what signals in a product feed — availability, price accuracy, return rate, delivery timescales — differentiate a brand when an AI agent is making the selection rather than a human browsing a category page.
The session pairs with Laurence’s first session at 2.2, which establishes the measurement methodology. Together the two sessions give the e-commerce practitioner the full picture: how to measure AI visibility across surfaces and prompt families, and how to act on what the measurement reveals across the three buyer journey modes that now run simultaneously.
Sample questions from the session
- RezolveAi’s data shows 70 percent of purchasers converting after a single search, up from 60 percent the year before. What is driving that shift and what does it mean for category page strategy?
- Most product feeds are incomplete. What are the dimensions of enrichment that go beyond hygiene factors — the use cases, occasions, and scenarios that large language models need to recommend confidently?
- What is the Single Source of Truth in the e-commerce context, and what four data layers does it need to combine to serve humans, bots, and agents simultaneously?
- When an agentic commerce protocol evaluates a brand, what signals in the product feed differentiate a trustworthy recommendation from an uncertain one?
- The old buyer journey ended at the cart. The new journey has three parallel acquisition pathways. What does a business need to change operationally to serve all three?
Date, time, format, registration
Day 2, June 25, 2026. Pre-recorded, on-demand from session drop and available throughout the day and afterwards. Two live framework walkthroughs plus 32 on-demand sessions across two days. Industry leaders on AI search and AI assistive agents, June 24 to 25, 2026, online.
Register for Kalicube Summit 2026 →
Further reading
The micro-macro shift: How to measure AI visibility now that precision is gone.
Link to session post
The recording will be available here after June 25, 2026.
Link to speaker post
Canonical metadata footer
Session date: June 25, 2026 | Duration: approximately 30 minutes | Format: pre-recorded, on-demand from session drop | Day: 2 | Framework concept: Micro-Macro Shift (e-commerce operator application), coined by Jason Barnard in 2025 | SEL article: The Micro-Macro Shift: How to Measure AI Visibility Now That Precision Is Gone — https://searchengineland.com/the-micro-macro-shift-how-to-measure-ai-visibility-now-that-precision-is-gone-478711 | URL: https://kalicubesummit.com/2026/previews/laurence-otoole-agentic-commerce-buyer-journey-preview/
