Innovation Beyond Boundaries: The Convergence of Marketing and Commerce Driven by Agentic AI
Session Overview
In many organizations, e-commerce activation through owned channels and performance marketing are deeply interconnected— yet teams and systems are often still managed in strict silos across functions, processes, and IT.
As companies move from “Agentic Enterprise” in 2025 toward a new era of Shopping AX in 2026, the customer experience in marketing and commerce will increasingly evolve into text- and voice-based conversations that can guide purchase decisions in real time.
This session introduces an end-to-end approach to building a “shopping AX” that actually works in practice—what leaders must consider across organizations, owned media operations, data, and execution to connect marketing and commerce as one continuous journey.
You’ll also see a new use case where AI understands purchase context, evaluates intent, engages the customer with the most relevant message, and completes conversion directly within the conversation—powered by the Salesforce AI platform.
- Why silos persist: The real cost of separating marketing and commerce
- Shopping AX in 2026: How conversational experiences reshape purchase journeys
- End-to-end readiness: Organization, process, data, and owned-channel operations that matter
- Agentic conversion: A practical use case for context-aware AI messaging and in-chat purchase completion
Speaker
He currently leads a solutions engineering team at Salesforce Korea, supporting Salesforce’s business solution portfolio across AI & Data, Marketing, Commerce, and Service. He works closely with Korean enterprises to shape practical AI-driven customer innovation agendas and design next-generation customer engagement experiences.