Asva AI is now Tru Commerce: visibility was never the whole job

Two years ago we built a measurement layer for AI Share of Voice. It worked - and every customer kept asking the same follow-up question. This post is the answer.

What we learned at Asva

We launched Asva AI in 2024 to solve one problem: nobody could see how brands were showing up in AI answers. ChatGPT, Gemini, Perplexity, Rufus, Copilot, Claude - six surfaces, no measurement layer. We built one. Citation Rank. Share of Voice. Visibility Score. The discipline now has a name (AEO - answer engine optimization). At the time we just called it "measuring the dark channel."

The numbers came in faster than we expected.

Amazon India moved AI Share of Voice +0.98 points and Top-5 presence +2.4 points across six categories in six weeks. Ankita Bajaj Shankar called it the cleanest visibility delta her team had seen across any organic channel that quarter.

ITC MasterChef moved +89% AI Share of Voice in 30 days - a category lift the brand had never seen from a traditional SEO playbook.

House of Zelena went from #6 to #1 across three LLMs in six months. They were not the largest brand in the category. They were the brand whose product catalog the agents could actually parse.

MyMuse was the one that crystallized everything. Their GA4 was reporting ₹11.5K per month from AI channels. The real number - once we ran proper attribution across the agent surfaces - was ₹81.2K per month. A 7× gap, hidden inside "Direct" traffic. Year one net: +₹29.34L in surfaced revenue.

Four customers. Four sets of locked numbers. The measurement worked.

Why measurement alone wasn't the whole job

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."

It's the load-bearing sentence in the whole company history.

Measuring a gap and closing a gap are not the same job. You can ship a dashboard that proves an agent surface mentions your competitor twice as often as you - and the dashboard is correct, and useful, and still leaves the brand standing in the same place a month later. Because the close requires something the dashboard isn't.

The close requires infrastructure.

It requires a catalog the agent can read without a custom integration. It requires brand identity the agent can present without losing fidelity. It requires checkout the agent can complete without dropping the user into a five-page form. It requires attribution that survives the agent path - so when the conversion lands, you know which AI conversation produced it.

None of that existed as a category. There were point tools. There were checkout APIs. There were product feeds. There was no single layer that closed the loop.

After the fourth customer asked the same question, we stopped trying to refer them out. Measuring is half the work. Closing is the other half. The other half is the bigger company.

So we built it.

What closing actually requires

Four pieces, in order.

Connectivity. Your catalog has to speak the protocols the agents speak - and there are six in active circulation right now (ACP, UCP, AP2, MCP, A2A, TAP). Most brands have looked at that list once and closed the tab. We handle the translation. One integration into Tru Commerce, all six surfaces fed.

Visibility. The measurement work continues. Citation Rank still ships every 24 hours. Share of Voice still runs across the six surfaces. Visibility Score still benchmarks against the named competitor set you care about. Nothing on this track regresses - and it now feeds the next two tracks instead of standing alone.

Analytics. The MyMuse story made this track non-optional. Dark Agentic Commerce Traffic - DACT, the term Scot Wingo coined at ReFiBuy - is the revenue your GA4 is silently labeling as "Direct." Our analytics layer separates the agent paths, attributes the conversions, and gives you a number you can put in a board deck. The 7× gap is not an outlier. It is the median across the brands we've measured to date.

Ads. When the agent is going to recommend a product anyway, the brand should be able to bid for the recommendation slot. AI-Sponsored Placements is the layer for that - protocol-native, measurable, opt-in for the shopper. Early access only through Q3.

Four tracks, one platform, one integration. You stay the merchant of record. You set the pricing. You own the customer data. The agent is a channel - not a replacement.

The discovery → recommendation → transaction loop runs on infrastructure, not on a widget. That's the line we are drawing.

Introducing Tru Commerce

Today we're renaming Asva AI to Tru Commerce.

Same team. Same product spine. Same locked numbers. New name that matches the work.

"Asva" sounded like a tool. "Tru Commerce" names the category - the same way Stripe named internet payments, Shopify named online stores, Plaid named fintech APIs. The category needed a name. We are giving it one.

The mission is one sentence: make any merchant ready to be discovered, recommended, and transacted with by AI agents - without re-platforming.

Three verbs, in that order. Discover. Recommend. Transact. In one experience.

If you have been an Asva customer, nothing changes from your side. Your dashboards work. Your contracts port. Your account, your login, your historical data - all unchanged. The migration is on us, and it is invisible. We did the work.

If you have not been an Asva customer, the entry point is the same as it was: drop your URL at trucommerce.ai, get your Citation Rank in 24 hours. Free. No credit card. No login. If you do not like what we send back, you do not hear from us again.

We held the "formerly Asva AI" line in the footer for the next 90 days for trust continuity. After that the brand stands on its own.

The shift, in one word: transactability

Brands do not have an AI visibility problem. They have an AI transactability problem.

The traffic is already there. Adobe measured AI-referred traffic up 4,700% year over year through 2025. AI-referred visits to US retail sites converted at a rate 60% higher than non-AI traffic in July 2026, the eleventh straight month ahead (Adobe Analytics, via Digital Commerce 360, 19 August 2026). Roughly 20% of product discovery has already moved off classic search. The visibility gap is closing whether or not any individual brand engages with it.

What is not closing - for most brands - is the loop.

The shopper asks the agent for a recommendation. The agent surfaces three options. The shopper picks one. And then the agent drops the shopper onto a checkout flow that was designed for a human in a browser, not an agent in a conversation. The conversion rate drops by an order of magnitude. The agent learns the brand is hard to close on. The next shopper hears a different recommendation.

That is the loop we are closing.

Unified Checkout for AI agents is the load-bearing piece. The agent presents the brand. The agent completes the transaction. The shopper stays in the conversation. The brand keeps the data. Margin is preserved. Returns flow back through the same protocol surface the order came in on.

We are not the first company to talk about agentic commerce. We are betting we are the first to ship it end-to-end as one integrated layer - Connectivity, Visibility, Analytics, Ads - for any merchant who wants to be in the answer.

If that is the work you are trying to do, book a demo - or just drop your URL and let the free Citation Rank scan tell you where you stand.

Same team. Same numbers. Bigger name.

- Viren Inaniyan Co-founder, Tru Commerce (formerly Asva AI)

For a sense of what winning this channel is worth, we took House of Zelena from #6 to #1 across 3 LLMs in 6 months - read the House of Zelena case study.