Increasingly however, AI agents will do the evaluating. If product information is incomplete, inconsistent or unreliable, AI agents have every reason to exclude it from consideration altogether. AI agents consume structured information far more effectively than beautifully written marketing copy alone. The result is that visibility will become algorithmic which means organisations must provide complete, consistent and trusted product information that machines can interpret with confidence. As AI agents increasingly mediate purchasing decisions, brands will need to optimise not only for human experience but also for machine understanding.