# Generative Commerce Routing

Intent your catalog can't serve is routed to large retail assistants and marketplaces under your agreement, so the viewer completes the purchase and you earn a referral share.

Generative commerce routing covers the moments your own catalog doesn't. When a viewer wants something you don't sell, Supervised Intelligence routes that intent to a large retail assistant or marketplace. The viewer still completes the purchase, and you still earn an affiliate or referral share.

[Octo](https://begenuin.com/developers/get-started/any-business/octo-operates-your-brand-control-center-octo-proposes-you-approve), Genuin's Supervised Intelligence interface in Brand Control Center (BCC), proposes this capability when it finds a fit on your sites and apps. It completes the steps under Set it up from your brand context. Nothing goes live until you approve it. It's part of [Supervised Intelligence](https://begenuin.com/developers/browse-by-products/supervised-intelligence/supervised-intelligence-what-it-does-and-where-to-start), and [Dynamic in-video linkouts and affiliate commerce](https://begenuin.com/developers/get-started/any-business/dynamic-in-video-linkouts-and-affiliate-commerce) explains how linkouts resolve and where routing takes over.

## When to use it

Use it if you run a retail or commerce media network, a media brand, or a brand whose products sell elsewhere. Routing turns product intent in your videos into revenue even when you don't run the checkout. On a retail media network, it catches the intent your own catalog can't serve.

| Your situation | What routing does |
| --- | --- |
| Media brand without a catalog | Sends product intent from your videos to the retail destinations you allow |
| Brand whose products sell through retailers | Sends viewers to where your products are sold |
| Retail media network, or any catalog that covers part of the demand | Handles only the intent your catalog can't serve; your checkout keeps the rest |

## How it works

- Supervised Intelligence resolves every tagged moment at serve time, as [Resolve](https://begenuin.com/developers/browse-by-products/supervised-intelligence/supervised-intelligence-resolve) describes. Routing is the outcome when no catalog you allow can serve the intent.
- Supervised Intelligence routes only to the destinations you allow: large retail assistants and marketplaces.
- A fallback order sets which outcome Supervised Intelligence tries first. For linkouts, it runs across your checkout, partner catalogs, and affiliate networks, as [Affiliate Commerce](https://begenuin.com/developers/browse-by-products/monetize/affiliate-commerce) covers.
- Your agreement governs the referral terms, and money never moves on a change you didn't approve.
- Routed intents and their completions are attributed through [Attribution: closed-loop commerce and conversion forecasts](https://begenuin.com/developers/get-started/any-business/attribution-closed-loop-commerce-and-conversion-forecasts), then reported with the referral revenue they earned.
- Supervised Intelligence orchestration and generative commerce come with the Commerce Media and Retail Media models in [Network models in depth](https://begenuin.com/developers/get-started/any-business/network-models-in-depth-owned-extended-o-o-commerce-media-retail-media).

## Set it up

Octo proposes routing with these steps already done. You review the result and confirm it.

1. Enable routing under **Monetize** > **Commerce**. Learn how that screen works in [Dynamic in-video linkouts and affiliate commerce](https://begenuin.com/developers/get-started/any-business/dynamic-in-video-linkouts-and-affiliate-commerce).
2. Choose the allowed destinations.
3. Set the referral terms in your agreement. Learn how in [Choose your monetization agreement](https://begenuin.com/developers/get-started/any-business/choose-monetization-agreement).

## Settings

| Setting | What it controls |
| --- | --- |
| Destinations | The retail assistants and marketplaces Supervised Intelligence can route to |
| Categories | Which product categories can be routed |
| Fallback order | The order Supervised Intelligence tries outcomes in when your catalog can't serve the intent |

Change destinations, categories, and fallback order under **Monetize** > **Commerce**. Referral terms live in your agreement.

## What it reports

Routed intents are attributed like any other outcome, so they appear in **Reports** > **Attribution**. [Attribution: closed-loop commerce and conversion forecasts](https://begenuin.com/developers/get-started/any-business/attribution-closed-loop-commerce-and-conversion-forecasts) explains how each outcome is credited.

- **Routed intents**: the viewer intents Supervised Intelligence sent to an outside destination.
- **Completions**: the routed intents that ended in a purchase.
- **Referral revenue**: the share you earned on completed purchases.

## Build on it

Routing runs in Brand Control Center and needs no code. [Go live with monetization in your feeds, apps, and partner pages](https://begenuin.com/developers/developer-resources/sdk/go-live-with-monetization-in-your-feeds-apps-and-partner-pages) covers the monetization surfaces your developers add today: your feeds, IAB Standard Size Experiences in your apps, and your posts on partner pages.

The routing and linkout calls in the [Business Account API](https://begenuin.com/developers/get-started/any-business/business-account-api-provisioning-oauth-and-the-resource-map) are proposed, not live. [Live API today and the Business Account API roadmap](https://begenuin.com/developers/developer-resources/guides/live-api-today-and-the-business-account-api-roadmap) maps what you can call now to what's planned.