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 India 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
Jul 26, 2026
AI Commerce Conversion Rate: The 15.9% vs 1.76% Stat, Explained
ChatGPT-referred shoppers convert at 15.9% versus 1.76% for Google (Adobe, 2025). Here's what's actually driving that gap — and why it doesn't mean what a lot of decks imply.
Jul 25, 2026
How to Optimize Your Product Catalog for AI Agents
An AI agent can only recommend what it can parse. Here's the practical checklist for making your product catalog readable, structured, and retrievable by shopping agents.
Jul 24, 2026
GEO vs AEO vs SEO: What Actually Changed and What Didn't
Three acronyms, three different jobs. SEO wins the crawl, AEO wins the answer box, GEO wins the citation inside a generated response. Here's what each actually optimizes for.
Jul 23, 2026
Why Founders Are DIY-Hacking Their AI Citation Tracking (And Where It Breaks)
Founders are already writing scripts to check if ChatGPT and Perplexity mention their brand. The instinct is right. The DIY version breaks down exactly where it starts to matter.
Jul 22, 2026
How AI Agent Payments Actually Work: A Plain-English Guide
An AI agent completing a purchase isn't magic — it's a wallet, a spending policy, and a settlement rail working together. Here's the flow in plain English, no protocol jargon required.
Jul 21, 2026
The Agent Collections Problem: Who Invoices an AI Agent That Owes You Money?
Every agentic-checkout tool solves outbound spend: an agent buying from you. Almost none solve the reverse — invoicing, billing, or collecting from an agent-run account. That gap sits squarely in Layer 03, and it's still open.
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