Agenda

Agentic commerce is no longer just a futuristic idea, and AI and AI agents are rapidly reshaping the ecommerce landscape. As autonomous agents start to shop and purchase on behalf of humans, the fundamental relationship between merchants and their customers is being rewritten. Agentic commerce introduces a myriad of risks for merchants – not being able to identify returning loyal customers, an inability to distinguish good agents from bad bots, and more. In this executive panel, Crocs and Forter will share how to prepare for an agentic commerce future, while maintaining customer loyalty and mitigating the risks of fraud and abuse.

AI is rapidly reshaping how retailers operate stores—not just through chatbots and assistants, but through a growing range of technologies including generative AI, voice interfaces, computer vision, predictive analytics, and intelligent automation. Learn how retail leaders are deploying AI to help customers shop more effectively, empower associates with instant access to knowledge, improve operational execution, and drive measurable business results.

Retailers are investing heavily in AI—but many are discovering that the biggest barriers aren’t necessarily technical. They’re structural. 

As agentic systems reshape content creation, forecasting, fulfillment, and personalization, traditional boundaries between marketing, digital, IT, and strategy are blurring even further. Simultaneously, the underlying skill sets are changing—requiring AI fluency, data literacy, model oversight, and new forms of cross-functional orchestration. Without clear ownership and redesigned capabilities, AI initiatives stall or introduce new structural friction. 

In this session, Dr. Janet Sherlock, Founder & CEO of Org.Works and former Chief Digital & Technology Officer at Ralph Lauren, will share her proven AI organizational framework together with new research findings on the future evolution of marketing, digital, and IT teams in the era of agentic commerce.

What happens when a customer asks an LLM which retailer to buy from — and your brand isn't mentioned? As LLMs and answer engines reshape product discovery, retailers must optimize not just for search – but for AI-generated answers. Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) require brands to publish precise, high-volume, structured content that AI trusts and cites.

Increasingly, models rely on sources like Reddit, LinkedIn, and Quora – where a single outdated or negative post can disproportionately influence brand perception. Retailers are facing new risks: AI hallucinations, reliance on outdated or paywalled information, and shrinking first-mover advantage windows. This session explores how brands can audit AI responses, scale and syndicate authoritative product and policy content, and prepare for emerging monetization models. Learn how to ensure your brand is recommended – not misrepresented – when AI becomes the primary interface for product discovery and purchase decisions.

Consumers aren’t just searching anymore; they’re asking. As product discovery shifts from traditional search engines to AI-powered chat environments, brands face a critical question: will you show up when customers ask for recommendations? This forward-looking session explores how conversational discovery is reshaping visibility, influence, and conversion. Retail and digital leaders will unpack how AI-generated answers differ from traditional search results, what it means to “write for AI,” and why structured, enriched product data is now a growth lever. We’ll also examine the emerging landscape of paid placements within AI chat and what it takes to compete. If discovery has moved, your strategy must move with it.

Retailers are under pressure to innovate faster, adopt AI, launch new services, and transform customer experiences, all while keeping complex store, digital, supply chain, and enterprise operations running without interruption. For organizations operating at scale, the real challenge is not simply having an AI strategy; it is creating the operational foundation that allows AI and automation to deliver measurable business value.

In this session, ICONN (7-eleven Mexico), will share how it is balancing the demands of running a large retail operation while transforming for the future. Attendees will hear a practical, real-world perspective on how modern IT operations can evolve from a reactive support function into a strategic capability that enables transformation. The session will highlight why AI is most effective when built on a stable, well-managed operational foundation, and how retailers can reduce operational burden while creating room to innovate, integrate growth, and move the business forward.