In today's retail environment, data isn't the problem — disconnected data is. Customer transactions, loyalty programmes, digital behaviour, inventory signals, and supplier intelligence all exist in abundance. Yet for most organisations, these assets remain locked in silos, unable to inform each other and therefore unable to inform the business at the speed and precision it demands. And in the era of agentic AI and hyper-personalisation, your insights are only as strong as the context that connects them. Without that connective tissue, even the most sophisticated AI models are operating in the dark.

This session explores how forward-thinking retail organisations are moving beyond fragmented data ecosystems to build a System of Context — a unified, trusted, and intelligent foundation that connects merchandising, supply chain, marketing, and customer experience into a single source of truth. The result is not just better data. It's faster decisions, stronger AI outcomes, and a measurable commercial edge.

• Why data fragmentation — not data scarcity — is the real barrier to retail AI maturity, and what it costs in revenue, loyalty, and agility

• How a System of Context connects the dots across customer, product, and operational data to enable true personalisation at scale

• Practical approaches to unifying omnichannel signals — in-store, online, and loyalty — into a single, real-time customer profile