L’Oreal, Unilever, Mars & Beiersdorf first to take back control of AI Visibility
March 12th 2026, LONDON/TORONTO - Azoma, the pioneers of Agentic Commerce Optimization, today launched Agentic Merchant Protocol (AMP), the powerful new foundational platform empowering retailers and brands to retain control of their product catalogues. Early adopters include some of the world's most recognisable consumer brands and brand owners, such as Mars, L'Oréal, Unilever, Beiersdorf and Reckitt.
Adopting AMP gives early adopters, including major grocery brands, retailers and electronics manufacturers, the ability to differentiate their offers and avoid lock-in to AI providers.
Agentic commerce has crossed a tipping point. On Black Friday 2025 AI chatbots and agents drove an estimated $14.2B in sales globally, over $3B in the U.S. alone. Consumers no longer browse static product...
