Richard Barham

Director of Digital Marston's PLC

Tuesday 14th April - Conference Day One

11:00 AM Panel Discussion - From Digital Transformation to Agentic Commerce: Getting Your House in Order

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.

2:00 PM Panel Discussion - Strategic Decision-Making: Trust, Control & Build-vs-Integrate

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.

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

Download The Latest Agenda

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