At Shoptalk 2025, AI-powered commerce was the focal point of a discussion moderated by Vanessa Larco, featuring leading figures from the industry. Panelists Regina Ye, Misbah Uraizee, Adam Turner, and Vivek Farias explored how AI is revolutionizing product recommendations, social engagement, and data ethics. They highlighted the shift from anonymous data to direct customer input for better conversion rates. The merging of organic and paid experiences in advertising was noted, as was the urgency for brands to engage with customers in real-time on social platforms, particularly for Gen Z.
"People will just tell you what they're looking for," he said, referencing a case where an angry customer complained about a bulky watch. AI stepped in, suggested a slimmer model, and turned frustration into a second sale. "It's not just anonymous signals anymore - it's direct input that drives conversion."
"You don't have time to wait for traditional models to learn from interactions," he said. With products rotating quickly and customers expecting immediate relevance, AI has to deliver accurate recommendations from day zero.
"We think there's going to be this merging of experience between organic and promoted," she said. For her, the opportunity lies in enabling retailers to experiment freely - without the rigid structures that traditionally separate marketing from discovery.
"If you're not in the comments, you're not in the conversation," she said, pointing to how platforms like TikTok and Instagram are now the first stop for Gen Z discovery. She emphasized the need for brands to respond in real time - not with ads, but with real engagement.
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