Niklas Ek

With AIs now guiding customers on what to buy and where to go, even the subtlest operational choices can have outsize impacts. This provocative talk explores surprising ways in which things like equipment choices, vendor decisions, and overlooked operational details can sway AI agents—and the customers who trust them. You’ll gain fresh perspectives on creating resilient, recommendation-worthy brands in a future where machines drive consumer loyalty.

As LLM agents increasingly mediate shopping decisions, “agent visibility” becomes a new competitive front. This session explores how CDOs build structured content, schemas, trust signals, and guardrails that make brands easier for machines to understand—and recommend first. Join the panellists in a heated debate and examine how agent-ready data products create commercial uplift in a margin-pressured landscape.

• Understand what agent-to-agent commerce could mean for retail discovery.

• Discover how peers plan to test and measure their brand’s LLM visibility.

• Explore how panellists recommend to structure content, attributes, and proofs for agent parsing.

• Hear how to build teams, KPIs, and processes for ongoing agent optimisation.