Tuesday 14th April - Conference Day One
Tuesday 14th April – Conference Day One
8:00 am - 8:45 am
Registration and Morning Refreshments
8:45 am - 9:00 am
Opening Remarks - Day 1: Winning Discoverability & Trust
Giovanna B. Questioni -
Board Advisor,
The Global Council for Business Resilience (GCBR)
Designing the interface between agents and commerce.
9:00 am - 9:30 am
Opening Keynote - Beyond Hype: Organising for Agent-Led Commerce
Linda Cereda -
Global VP Marketing Data,
Nike
Agent-led shopping sits on top of everything we’ve already built - SEO, apps, loyalty, martech - but the real shift isn’t the tech, it’s the organisation. Drawing on the Nike SNKRS app and broader data, ML and martech work, this keynote looks at how to turn “agentic commerce” from buzzword into business change: new workflows, new skills, and new ways of measuring value when bots, not browsers, start deciding what customers see.
- Moving from SEO to “generative engine optimisation” with agent-ready, contextual data signals.
- Redesigning workflows, ownership and skills across email, app and loyalty teams.
- Using 12-week experiment cycles to turn automation gains into real transformation.
9:30 am - 10:00 am
Session details to be announced
10:00 am - 10:30 am
Panel Discussion - From SEO to ACO: Winning Shelf Voice with Retailer & Open Agents
Melda Hamarat -
Global Head of Digital Commerce Strategy,
The Magnum Ice Cream company
Ömer Taskavak - Product & Agentic Commerce Lead, EssilorLuxottica
Luis Torres - Head of Digital, Specialized Bicycle Components
As retailers roll out their own agents and open platforms race to embed commerce, CPGs are scrambling to understand how “shelf voice” works in an LLM world. Magnum’s global digital commerce team sits right in the middle: B2B2C, deeply dependent on retailer ecosystems, and now redesigning product, media and content so it’s legible to both humans and agents. This panel brings together early movers to unpack what they’re learning as Walmart, Instacart, Target and others ship their first agentic experiences.
• Diagnosing your current “shelf voice” in LLMs and retailer agents
• What “agent-optimised” product and P2D content actually looks like in practice
• Shaping holistic media, UGC and content strategies for bots and buyers
• Navigating today’s constraints (single-item carts, narrow UIs, limited analytics) while preparing for what’s next
Melda Hamarat, Global Head of Digital Commerce Strategy, The Magnum Ice Cream company
Ömer Taskavak, Product & Agentic Commerce Lead, EssilorLuxottica
10:30 am - 11:00 am
Morning Coffee Break
11:00 am - 11:30 am
Panel Discussion - From Digital Transformation to Agentic Commerce: Getting Your House in Order
Richard Barham -
Director of Digital,
Marston's PLC
Hariss Amin - Global Lead of CX & AI Product Management - eCommerce, Hunter Douglas
Before anyone lets agents loose on their customers, there’s a lot of unglamorous work to do: fixing legacy platforms, connecting customer data, changing culture, and proving value with “everyday” AI. This discussion brings together leaders who are still in the thick of digital transformation, sharing how they’re getting agent-ready long before the first agent goes live.
• Fixing the basics: data, legacy platforms, and connected guest-facing journeys.
• Empowering colleagues with copilots and AI tools to unlock frontline capacity.
• Moving from walk-ins to orchestrated bookings, events, and personalised return triggers.
11:30 am - 12:00 pm
Presentation - AI Search, Discovery & Commerce: How Brands Stay Relevant in the Age of Autonomous Shopping
- Understand emerging AI traffic and what autonomous agents already search, request, and interpret from your shop data.
- Reveal how AI models form answers - where they pull product, brand, and content information from and how brands can actively influence those responses.
- Measure brand representation & relevance across LLMs using a 4-step framework: Collect, Monitor, Analyze, Optimize
Speaker to be announced
12:00 pm - 12:30 pm
Session details to be announced
12:30 pm - 1:00 pm
Presentation - Designing the Agentic Buyer Journey: From 40,000 SKUs to a Frictionless Purchase
Hariss Amin -
Global Lead of CX & AI Product Management - eCommerce,
Hunter Douglas
In under a year, Hunter Douglas has gone from early pilots to a voice agent handling 2,000+ calls a day - while migrating to Shopify and consolidating a 40,000+ SKU catalogue. This session unpacks the strategy behind that: how to let an AI agent actually help someone buy without overwhelming them, breaking trust, or overpromising what the tech can do.
• Turning a huge catalogue into a few high-confidence recommendations that feel curated.
• Designing agent flows for discovery, selection and returns that protect CSAT and compliance.
• Phasing automation from guidance only to low-friction, near end-to-end purchase journeys.
1:00 pm - 2:00 pm
Lunch
2:00 pm - 2:30 pm
Panel Discussion - Strategic Decision-Making: Trust, Control & Build-vs-Integrate
Richard Barham -
Director of Digital,
Marston's PLC
Paul Morris - Senior Director EMEA Performance Marketing & Web eCommerce, RS Group
Agentic commerce demands two decisions at once: how you earn trust (evidence, consent, bias controls) and where you build vs partner. We’ll pressure-test operating models that protect customers while moving fast.
• Identifying journeys needing owned agents vs integratable third-party tasks.
• Defining consent, provenance, bias tests, and escalation thresholds upfront.
• Balancing control, data rights, speed-to-value; agree hybrid off-ramps.
2:30 pm - 3:00 pm
Session details to be announced
3:00 pm - 3:30 pm
Presentation - Navigating Agentic & Conversational Commerce at Sweaty Betty
Jad Freiha -
Head of AI Analytics,
Sweaty Betty
Sweaty Betty is testing agent-led shopping across WhatsApp, web, and voice - focusing on fit prediction, fewer returns, and faster resolution in customer care. With red/blue teaming and an “AI counsel” approach to decisions, the team is building guardrails and momentum ahead of broader scale.
• Piloting WhatsApp journeys from discovery to checkout with size and outfit recommendations.
• Reducing returns via photo-based fit prediction, contextual prompts, and reassurance moments.
• Standing up voice AI for customer care with robust guardrails and human handoff.
3:30 pm - 4:00 pm
Afternoon Coffee Break
4:00 pm - 4:30 pm
Presentation - Retail Media in an Agent World: Tasks, Auction Dynamics & Private Label
Roald van Wyk -
Global Creative Commerce Lead,
IPG
Keywords fade; tasks win. Understand how auction dynamics, private label, and marketplace rules evolve when agents decide.
• Translating creative to task-oriented response objects.
• Optimizing retail media for agent evaluation, not clicks.
• Coordinating brand-retailer signals to avoid conflicting guidance.
4:30 pm - 5:00 pm
Presentation - Omnichannel, Reframed: Stores, Service & Agent Hand-offs
Agents don’t stop at checkout. Coordinate store, service, and fulfilment so hand-offs feel seamless and human.
• Exposing store inventory and services as agent-consumable.
• Training service playbooks for agent-initiated cases.
• Aligning substitutions and pickups with consented preferences.
5:00 pm - 5:30 pm
Closing Panel Discussion - Move Fast, Carefully: Balancing Agentic Commerce Innovation
Early demand is real - but so are resourcing, privacy, and expectation traps. This panel tackles the balance: enough momentum to learn, enough guardrails to survive the post-pilot hangover.
• Freezing tiny scopes; publishing what’s out of scope.
• Pre-clearing privacy, AB2, risk, and escalation paths.
• Funding learning loops; kill politely when signals stall.
