Luis Torres

Head of Digital Specialized Bicycle Components

Tuesday 14th April - Conference Day One

10:00 AM Panel Discussion - From SEO to ACO: Winning Shelf Voice with Retailer & Open Agents

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

Wednesday 15th April – Conference Day Two

9:00 AM Panel Discussion - CPG Reality Check: Agent Channels, Shelf Voice & the Path to Conversion

Agentic commerce is everywhere in the decks – retailer agents, shopping copilots, open platforms that promise to “close the loop”. But for CPGs, the reality is messy: limited integrations, early UX, different agent behaviours by retailer, and a big question over what really shifts discovery, preference and conversion. This discussion brings together CPG leaders experimenting at the edge of retail media, P2D content and agents to separate noise from signal.

• Where are agents actually influencing the shopper journey today – and where not yet?

• How CPGs are trying to understand and improve their “shelf voice” in LLMs and retailer agents.

• Balancing human-first storytelling with ACO-friendly P2D, UGC and media.

• Early lessons on measurement, test design and deciding where to double down next.

12:00 PM Panel Discussion - From SEO to GAIO: Winning the Agent “Shelf”

When shopping journeys start with agents and answer engines, classic SEO alone won’t cut it. Brands, retailers and platforms are scrambling to understand how product content, reviews, sustainability data and pricing need to evolve so LLMs can actually see and recommend them. This session brings together marketing, search and data leaders to define what “GAIO” really means in practice and how to build an agent-ready presence without throwing away everything you know about SEO.

• Translating today’s SEO playbook into GAIO/GEO/AEO and generative experience optimisation.

• Structuring product and brand data so LLMs can parse and trust it.

• Balancing investment across brand.com, marketplaces, and emerging agent channels.

Check out the incredible speaker line-up to see who will be joining Luis.

Download The Latest Agenda

In Partnership With:

QUESTIONS?

Address: IQPC Ltd, 129 Wilton Road,
London SW1V 1JZ
Telephone: 44 (0) 207 368 9300
Fax: 44 (0) 207 368 9301
Email: enquire@iqpc.co.uk