Part of GEOly's "GEO / AEO Expert Watch" series · meet **Ash Melwani**, a quick map of their public work and where to follow them — with links to the original sources.
Who is Ash Melwani
Ashvin (Ash) Melwani is co-founder and CMO of Obvi, a bootstrapped collagen and health-supplement brand that scaled past $40M in sales and 250K+ customers. He is known in DTC circles for community-led product launches and performance marketing on Meta.
These experts look further ahead: as AI agents begin to compare, decide and even purchase for users, the entrance to commerce shifts from "humans clicking links" to "agents reading data." This is the layer after GEO. Their recurring focus areas include: DTC, Obvi, paid media, brand building.
What GEO / AEO practitioners can learn from Ash Melwani
- **Product data becomes the fuel**: structured, accurate, machine-readable product information decides whether your items enter an agent’s consideration set. - **Trust and rules**: governance of payments, liability and authorization determines whether an agent dares transact with you on a user’s behalf. - **Agent Experience (AX)**: after UX, making AI agents understand and choose you efficiently becomes the new discipline.
**GEOly angle**: A hands-on CPG operator whose community-and-creative playbook shows how DTC brands build the demand and trust that surface in AI search.
What it means for brands going global
For DTC and ecommerce brands going global, agentic commerce is both threat and opportunity: the sooner you shape product data, reviews and trust signals into a machine-readable, trustworthy form, the more likely you are to be chosen in agent-led shopping.
Follow Ash Melwani: homepage & socials
- [X](https://x.com/ashvinmelwani) - [LinkedIn](https://www.linkedin.com/in/ashvinmelwani/)
To meet more experts across GEO, AEO and agentic commerce, visit the [GEOly author hub](/blog/author).
*This profile is an editorial compilation of publicly available information, curated by the GEOly team for industry learning and reference. All links point to the expert's own public pages. Contact us for any correction or removal.*
