Blog

Clear analysis for agentic commerce readiness in the EU.

Practical writing for EU commerce leaders navigating AI visibility, agentic commerce, brand trust and governance, without the technical noise.

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Written by Pilar Berrío Founder, Lex Agentica

Featured

A signal worth watching.

Selected reading for leaders trying to understand how AI shopping infrastructure changes visibility, control and readiness.

Universal Cart presented as a persistent AI shopping layer across Google surfaces

Agentic commerce · EU strategy

Universal Cart & UCP: why AI shopping is becoming an infrastructure question for EU commerce leaders

Google is laying the foundations for AI-mediated commerce now. Here is what brand, marketing and revenue leaders need to understand before it reaches Europe.

Published 22 May 2026 · Updated 26 May 2026 · 12 min read

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Analysis for the buying journey AI is starting to shape.

Clear, practical writing on the commercial questions behind AI visibility, brand trust and agentic commerce readiness.

The same product query returning different recommendations across ChatGPT, Gemini and Claude

AI visibility

How ChatGPT, Gemini and Claude recommend products differently

The same product query returns different answers on each platform, and what that means for brands relying on AI discovery.

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Brand differentiation

How to keep brand differentiation when AI mediates the buying journey

AI-mediated commerce doesn't flatten every brand. It separates performed differentiation from proven differentiation.

27 May 2026 · 15 min read

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Behind the writing

The thinking behind the articles.

Use the blog as an entry point into the framework, diagnostic work and research behind Lex Agentica.

01 · The framework

How readiness is measured

How Lex Agentica evaluates AI commerce readiness across visibility, data integrity, capability and governance.

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02 · The audit

What AI says about you

See how AI systems interpret, compare and recommend your brand, and where visibility or selection breaks down.

View the audit

03 · The research

The evidence base

Read the evidence behind the methodology: AI commerce testing across platforms, categories and buying contexts.

Explore the research

Written by

Pilar Berrío

Founder of Lex Agentica, a Munich-based strategic advisory helping EU commerce teams prepare for AI-mediated and agentic commerce. Her work combines 25 years in marketing, business development and e-commerce with AI ethics, governance and platform research.

25+ years marketing & e-commerce
AI ethics & audit certified
EU governance lens
Based in Munich

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