Part of GEOly's "GEO / AEO Expert Watch" series — meet Lari Hämäläinen, a quick map of their public work and where to follow them, with links to the original sources.
Who is Lari Hämäläinen
Senior partner at QuantumBlack, AI by McKinsey, and its global leader for generative AI and agentic services. Co-author of McKinsey's agentic-commerce research, he is a leading voice on agent-ready infrastructure, APIs, data interoperability, and governance for the AI-agent era.
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: Agentic services, QuantumBlack, McKinsey.
What GEO / AEO practitioners can learn from Lari Hämäläinen
- 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: Infrastructure angle: agent-ready APIs as the new ecommerce moat.
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.
Want to see how your own brand shows up across ChatGPT, Perplexity and Google's AI answers — and how you stack up against competitors? That is exactly what GEOly's brand GEO audit measures: citations, share of mentions and answer share, tracked over time.
Follow Lari Hämäläinen
Meet more experts across GEO, AEO and agentic commerce in the .
