Régis Pennel

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.

Presentation - From Gift Bot to Global Concierge: Galeries Lafayette’s Agentic Commerce Journey

• Combining front-of-house agents with back-office GenAI to uplift the whole CX system.
• Designing constrained discovery agents that add value even when models and catalogues are imperfect.
• Using live pilots, customer feedback and KPIs to de-risk and justify industrialising agents.