The New Rules of Retail: Winning Digital Commerce in the Gen AI Era
Insights from retail experts and brand strategists on one key question: How are GenAI, marketplaces, and retail media reshaping commerce in 2026?
Meet the speakers
Marta Sulkiewicz
VP of Emerging Solutions, Similarweb
Sebastian Klumpp
CEO & Digital Commerce Expert, XPLN
Ben Smith
Solution Business Director, Similarweb
Viv Craske
Retail Consultant, Grace & Co
Sanyam Mahajan
Amazon EU Director, Stanley Black & Decker
GenAI & agentic commerce
Understand the GenAI tipping point
Why 2025 became the breakout year for GenAI adoption, and how rapid improvements in capabilities are reshaping how consumers discover and evaluate products
Navigate the new commerce battleground
How emerging ecosystems like Google’s UCP and ChatGPT’s ACP are redefining product discovery, and what this competition means for brands
Make product data your advantage
Why structured, enriched product data is now essential for visibility across search and AI-driven experiences, and how to get it right
Apply the new ecommerce rules
What the three new rules of ecommerce are, and how to use them to stay competitive in an increasingly AI-driven market
visibility, assortment, and pricing
Understand the shift
Why markets are becoming more fragmented and competitive, and how AI is accelerating new entrants
Navigate AI disruption
How AI is lowering barriers to entry and changing how brands grow
Protect and measure demand
How to use category share of search to track performance and defend your position
Act with better decisions
How to optimize pricing, promotions, assortment, and adapt to AI-driven discovery (AEO)
brand and retailer perspectives
Understand Amazon’s shift
How Amazon is evolving into a data and media powerhouse, and what that means for competition and visibility
Strengthen retailer negotiations
How to use consumer and demand data to back your strategy and secure better terms with retailers
Adapt to new competitors
How marketplaces like Temu and Shein are reshaping the landscape, and how to respond to their pricing and growth tactics
Turn insights into action
How to move beyond ROAS and data overload to focus on clear, actionable decisions that drive growth
“If you’re selling the same product everywhere, in the near future the consumer will just ask an AI agent, and that agent will go to the cheapest place and buy it. That’s why effective channel management is becoming one of the biggest strategic bets brands can make.”
Sanyam Mahajan
Amazon EU Commercial Director, Stanley Black & Decker
“The problem used to be that we didn’t have enough data. Now we have all the data, but instead of turning it into action, we’re often just building chatbots on top of it. What brands really need is smarter machine learning that can connect the dots and tell them what to do next.”
Viv Craske
Retail Consultant, Grace & Co
“At the end of the day, it’s about better connecting with the end shopper. It’s about creating moments where you’re helping them in their shopping mission, especially as the way people discover, evaluate, and buy products continues to change.”
Danni Godsi
Ecomm Strategy & Brand Growth | Ex-Amazon | Senior Sales Specialist, Similarweb
