ABOUT · VIREN INANIYAN
Viren Inaniyan
Co-founder & CEO of Tru Commerce (formerly Asva AI). Building the commerce infrastructure layer for AI agents - so brands stay the merchant of record as ChatGPT, Gemini, Perplexity, Rufus, Copilot, and Claude become the storefront.
Focus
I started Asva AI in 2024 as a measurement layer for AI Share of Voice - the discipline the industry now calls AEO. It worked. Amazon moved +0.98 SoV points in six weeks. ITC MasterChef moved +89% relative SoV in thirty days. House of Zelena went from #6 to #1 across three LLMs in six months. MyMuse discovered 7× the AI-driven revenue GA4 was reporting.
Every one of those customers told us the same thing on the follow-up call: “We can see the gap now. We don’t have a way to close it.”
Measurement is half the work. Closing the loop - catalogs an agent can read, checkout an agent can complete, attribution that survives the agent path - is the other half. Nobody was building the other half as a category. So we did.
Tru Commerce is the platform for that closing work. One integration connects a brand’s catalog to every major agent surface. The brand stays the merchant of record. The customer relationship stays with the brand. The transaction closes inside the agent.
I write about this weekly in Insights. If you want to talk about how any of this applies to your brand, the fastest path is a free Citation Rank scan or a direct email at [email protected].
Recent writing
What I’ve been publishing
Oct 12, 2026
How a Claude shopping agent picks products
Anthropic ships no ranking layer. A Claude for Commerce shopping agent reads compact catalog rows of 70 to 120 characters that the merchant's own search returns, adds only server-issued ids to the cart, and never sees the checkout URL. Claude in Chrome reads the page and asks before buying. What is documented, what is not, and who filled the gap.
Oct 12, 2026
Claude commerce agents: what a merchant has to build
Anthropic's blueprint of 2 September 2026 hands a merchant's engineers a shopping agent, a merchant agent and an 11-method backend contract, and leaves payments, authorization, ranking and fraud to the deployment. The three runtime paths, where MCP enters, Shopify's UCP implementation, and what to build first.
Oct 12, 2026
Claude for Commerce explained: what Anthropic shipped
Anthropic published its commerce agents blueprint on 2 September 2026: a shopping agent and a merchant agent as open-source reference code, payment left to the merchant. What shipped, who is named, what the 35% figure describes, and what is still missing.
Oct 10, 2026
ChatGPT Ads in India: six weeks in, on the record
ChatGPT Ads switched on in India on 27 August 2026. Six weeks on, eight articles in five outlets quoted us and TechTimes cited our benchmarks. Every question the press asked, every answer verbatim and linked, and the numbers behind each one.
Oct 10, 2026
AI shopping agents: how they buy, what brands need
Meta calls Muse the world's first personal AI agent, but ChatGPT agent, Google's agentic checkout, Alexa+ and Copilot Checkout already buy for shoppers. The rail each pays on, what your gateway sees, the documented fees (Shopify: none on Muse; OpenAI's retired 4%) and the four things a brand needs.
Oct 10, 2026
AI shopping assistants: the 2026 map for brands
Six platform assistants now sell on a brand's behalf and a seventh kind runs on the brand's own store. How each gets your catalog, where checkout happens, what each documents about ranking, and the one on-site funnel published in full: 4,045 messages, 6 orders.
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