Upcoming Webinar – AI as a Customer
9th of October at 2pm (BST)
Consumers won’t browse websites, they’ll send AI assistants to find the best products at the best price. This shift means your business won’t just be selling to people, but to AI agents acting on their behalf.
In this new B2A (Business-to-Agent) economy, success depends on how well your data and APIs communicate with AI-driven buyers. Product positioning, real-time pricing, and seamless transactions will define who wins and who gets left behind. The brands that adapt first will gain a critical competitive advantage.
As a first step, book a meeting with us to review your website and discuss how to optimise your business for AI-driven commerce. We’ll help you understand how to structure your data, refine your API strategy, and position your products effectively in this new landscape.
For a deeper dive, join our upcoming webinar where we’ll cover:
- How AI agents are changing the customer journey
- What B2A means for your business model
- The key API and data strategies to stay ahead
Is Your Business Ready for AI-Driven Commerce?
- Can AI agents easily find and select your products?
- Is your pricing and product data structured for machine-readability?
- Do your APIs support real-time, automated transactions?
Get a Competitive Edge
As a first step, book a meeting with us to review your website and discuss how to optimize your business for AI-driven commerce.
We’ll help you:
- Structure your data for AI-driven search and selection
- Refine your API strategy for seamless transactions
- Position your products effectively for AI-powered buyers
Curious how an AI Agent could work for your business?
Get in touch with our team for a personalised consultation – no buzzwords, just real insights and next steps.
Webinar: AI as a Customer
🗓️ Thursday, 9th October 2025
🕙 2:00–2:45 PM BST
AI-powered agents are already shaping how customers discover and choose products. But most retailers aren’t yet optimised for this shift. If AI agents can’t accurately retrieve your product data, pricing, or availability, they’ll recommend someone else’s.
The question is: Will your business adapt now – or play catch-up later?
We’re offering a must-attend 45-minute session designed to help you understand how AI agents interact with your products today – and what you need to do if you want AI Agents to accurately represent your brand and products.
What You’ll Learn in the Webinar
- What is the B2A (Business-to-Agent) channel? What is an AI Agent? Why AI-powered agents are the next evolution of digital commerce.
- How AI agents interact with websites today and why in B2A traditional SEO & design no longer matter.
- Steps to take for AI visibility so that your offerings are correctly presented in AI-driven searches.
- Why blocking AI agents is a mistake and how guiding them through optimised APIs will give you control over the AI Agent
- Get the AI Agent working for you. How to get AI-Agent Analytics, B2A observability, and User-Agent Detection. You do it for B2C why not B2A?
- See in a live demo how an AI Agent can trawl a site to get product information; how you can make this easier for the AI Agent to get accurate results; and what happens if you don’t.
Speakers:
Adrian Wright is the CEO and founder of Estafet, a UK-based software consultancy he started in 2002 to help businesses deliver complex digital systems that actually work. Estafet now supports a wide range of UK clients, including Elsevier, Harbr, Deutsche Bank, Citibank, Pollinate, Legal & General, John Lewis, WorldPay, Arqiva, Hive, TownHouse, and many more.
Before founding Estafet, Adrian held senior roles at Equifax and Experian, where he was part of the team that launched the Claims Underwriting Exchange — a landmark initiative for the UK insurance industry.
In 2012, he expanded Estafet by setting up a nearshore development centre in Sofia, Bulgaria, to offer UK clients high-quality, cost-effective delivery.
Adrian holds an MBA and is a member of the Cranfield University Business Growth Programme (BGP) community. He lives in Richmond with his wife, son, and daughter, and is currently focused on helping retailers respond to the rise of AI agents acting as customers.
Alistair Park is Chief Customer Officer at Estafet, where he’s spent over 14 years helping clients transform how they build, integrate, and scale digital systems. A seasoned business and solutions architect, Alistair has led key engagements with major UK organisations including Elsevier, Hive, WorldPay, John Lewis, and Costa Coffee — guiding them through API-first delivery, integration strategies, and more recently, AI-readiness.
Before joining Estafet, Alistair held senior technical and architecture roles at the Home Office, National Policing Improvement Agency, and CMG (now CGI), where he helped deliver national-scale systems for law enforcement and government.
Outside the tech world, Alistair plays the cello to a professional standard and is a regular performer with Richmond’s amateur dramatic society. His rare mix of technical rigour, customer empathy, and creative flair makes him a compelling presence both in the boardroom and on stage.
Branimir Angelov is a hands-on software architect and technical lead at Estafet, specialising in the design and delivery of scalable systems that are ready for the age of Agentic AI. With a background in building critical infrastructure across software and hardware industries, he now focuses on enabling platforms to interact seamlessly with AI agents — from ChatGPT-style assistants to AI-driven search, discovery, and recommendation interfaces.
He leads the design and operations of global, highly available infrastructure across public and private cloud environments, and brings deep fluency in programming languages, algorithmic techniques, and modern integration patterns. Branimir’s recent work includes preparing enterprise APIs for AI-agent consumption, optimising data structures for AI discoverability, and building observability into agent interactions.
At the heart of his approach is a belief that AI should be seen not just as a backend tool, but as a new class of customer interface. Branimir helps organisations adapt to this shift with practical, production-grade solutions that are technically robust and commercially focused.
Agenda:
Welcome – Understand and respond to the rise of AI-driven digital shopper – Adrian Wright
Market Reality – What’s Happening and Why It Matters? – Alistair Park
Retail History Repeats Itself – The Cost of Waiting – Adrian Wright
Demonstration: How AI bots now find and choose products – Branimir Angelov
The Opportunity – Revenue and Reach – Adrian Wright
How to Get Started & What Success Looks Like – Alistair Park
Q&A and Wrap-up – Summary of key takeaways
Want to Discuss Your B2A Strategy in Detail?
You can book a one-on-one meeting with us to:
- How to market effectively in the B2A space encouraging AI agents to recommend your products over competitors.
- Discuss technical implementation with a B2A integration specialist & technical architect.
- Get personalised recommendations on how your business should prepare for AI-driven retail.
