Agentic (AI) Commerce & Retail for the LLMs Era

The reshaping of shopping via agentic AI (semi-autonomous bots that navigate online tasks on consumers’ behalf) and search engines using large language models (LLMs), like ChatGPT or Perplexity, instead of Google was a white-hot topic. Echoing Agentic Ambition: Retail’s Do-It-for-Me Era, speakers discussed sliding from search engine optimisation (SEO) to generative engine optimisation (GEO) and creating proprietary avatar agents to stay relevant.

Edge AI: Omni-Channel’s Next Phase

Edge AI (AI models that run directly on local devices, or on the ‘edge’ of a network instead of processing in the cloud), sometimes known as physical AI, was also haloed. Why? Because of its relationship to omnichannel retail. Such tech is marrying online preferences and profiles with in-store activity, creating retail’s holy grail: unified experiences.

Ramping Up Zalpha Relations

The evergreen desire to capture young people’s attention was also key, particularly now that oldest Gen Zers are edging out of the youth zone. Discussion about Zalphas (a teens-and-young-adults-cohort blending the youngest Gen Zers and oldest Alphas) included reverse mentoring programmes, coming of age alongside Zalpha’s journeys into new social media spaces, livestream commerce and real-life re-enchantment amidst AI slop.

Unlocking Loyalty: Ethics, Emotion & Access

What warrants consumer loyalty and drives satisfaction amidst rising promiscuity (dropped to 69% in 2024, from 77% in 2022; SAP Emarsys, 2024) was another key debate. Speakers from department store Selfridges, branding experts Landor and the Institute of Customer Service (all UK-based) advocated amplifying trust – particularly as AI-produced content stirs increasing unease – access, ethics and emotion.

Wellbeing Horizons: Health-spans vs. Lifespans

Alex Gourlay, executive chair of British health and wellbeing retailer Holland & Barrett, provided candid insights into health, wellbeing and beauty market shifts. These included why the company is centring selling “healthspans, not lifespans”, the future of wellness advice, and opportunities to partner with consumers on their GLP-1 agonist journeys, particularly post-weight loss.

New-ish Format Perma-shifts: Payments, Stores, Quick Commerce

Speakers from companies including British DIY behemoth B&Q, fintech group ClearPay and luxury fashion outlet BrandAlley detailed the newish formats across stores, fulfilment and payments they’re witnessing becoming embedded into the consumer psyche for the long haul. Some already posit opportunities for unusual partnerships (see B&Q-meets-Deliveroo).