Agenda

Agentic commerce is no longer just a futuristic idea, and AI and AI agents are rapidly reshaping the ecommerce landscape. As autonomous agents start to shop and purchase on behalf of humans, the fundamental relationship between merchants and their customers is being rewritten. Agentic commerce introduces a myriad of risks for merchants – not being able to identify returning loyal customers, an inability to distinguish good agents from bad bots, and more. In this executive panel, Tapestry and Forter will share how to prepare for an agentic commerce future, while maintaining customer loyalty and mitigating the risks of fraud and abuse. 

As answer engines reshape discovery, retailers must optimize not just for search – but for AI-generated answers. Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) require brands to publish precise, high-volume, structured content that AI trusts and cites. Increasingly, models rely on sources like Reddit, LinkedIn, and Quora – where a single outdated or negative post can disproportionately influence brand perception. Retailers face new risks: AI hallucinations, reliance on outdated or paywalled information, and shrinking first-mover advantage windows. This session explores how brands can audit AI responses, scale authoritative product and policy content, and prepare for emerging monetization models from companies like OpenAI. Learn how to ensure your brand is recommended – not misrepresented – when AI becomes the primary interface for product discovery and purchase decisions.