OLLY Agentic Commerce Optimization: MarTech & Digital Compliance Director Jennifer Peters On Building an AI Foundation the Right Way

Jennifer is a hands on AEO/GEO/ACO practitioner and generously shares here Best Practices for: FAQs and catalog attributes, measuring agentic visibility, and staying human-centered in regulated CPG.

🇺🇸 Editorial note: Due to the Holiday week, we’re going to flip our schedule and get you this week’s podcast early (for your holiday travel ✈️ 🚋 🚗 enjoyment) and if time allows do an Agentic News post this week (for your Holiday Reading 📖 Enjoyment). Enjoy the pod and safe travels everyone! 🇺🇸

Jennifer Peters is the Director of DTC, MarTech, and Digital Compliance at OLLY, the supplement brand best known for its gummy vitamins and distinctive square bottles. OLLY is part of Unilever, and Jennifer joined a little over five years ago, coming on mid-COVID, after the acquisition.

She's a self-taught Shopify developer who got tired of hearing "no" and "that'll take six months," and on the side she still re-platforms brands off legacy systems onto Shopify, which she calls "the democratization of e-commerce."

Listen/Watch Our Interview:

This was a true cold-outreach episode as we never met before. I was reading an article about agentic commerce best practices, and Jennifer's name kept coming up as the executive actually doing the work and sharing it openly. So I took a shot, invited her on, and she said yes.

We start with a Shopify “side quest”, how a self-taught developer ended up in AI god mode with Claude and MCP, before getting into what OLLY actually is and why a brand that does most of its revenue in-store suddenly cares so much about its website.

Jennifer has been quietly building one of the most grounded, real-world Agentic Commerce playbooks we've heard on the show. She shares the basics done tightly and gives a clear-eyed take on what's worth investing in while the ground shifts week to week.

It’s a grounded, refreshingly un-hyped conversation about building for the agentic era without losing your head, or your customers. Hit play.

Highlights

• The cold-resource, high-impact win: Jennifer on catalog feed enhancement.

• The FAQ slam dunk: OLLY added FAQs to its PDPs using content already on the page, just repackaged into bite-sized chunks. LLMs love the format, and so do humans.

• AEO is just good SEO: Clean up your schemas, clean up your data structure, and do the things that are good for your brand anyway.

• Attributes Google never asked for: A partner ingests OLLY’s public catalog and pushes back AI-ready attributes, none of them customer-facing.

• The website is now the point of entry: A site that was “7 or 8% of the business” is now the brand authority source agents go to first, for OLLY’s own site, Walmart’s Sparky, and Amazon’s Rufus.

• Trust but verify: OLLY triangulates recommendations across Profound, Contentsquare, and Envive. If all three flag the same thing, it’s probably worth acting on.

• Don’t “do AI to do AI”: “We’re not changing the goals because we have AI. We’re keeping the goals and just doing a better job getting to them.” Same OKRs, just faster.

• Fix the un-AI basics first: Connect your DAM, your creative stack, and your marketing stack before you try to sprinkle AI magic on top. Scot adds that AI can be the excuse to finally get it prioritized.

• The AI bubble in the bubble: From San Francisco, Jennifer on the coming counterculture: “No AI in our creative” as a selling point, growing data center backlash, and Ronny Chieng’s Harvard commencement speech.

Jennifer is exactly the kind of hands-on practitioner this show exists to find: strategic, tactical, and refreshingly honest about what’s real and what’s noise. We’ll have to get her back in a year to see what other magical (and weird) things she’s figured out.

Enjoy the conversation.

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