PROGRAM

RC-3 Is Agentic Commerce Becoming Reality?

[Target Audience]
Executives and marketers leading EC/commerce and brand strategy, as well as leaders driving new business development, CX design, and DX using AI.

[Session Overview]
"Agentic Commerce," where AI acts on behalf of consumers in purchasing. Moving beyond visionary theories, this session focuses on the current transition phase (AI-driven recommendations and information synthesis) to the near future (purchase assistance via protocol integration like UCP). We will examine the "Three Barriers" (Data/Systems, Brand Experience, and Organization/Business Models) to adoption in the Japanese market. Bringing together perspectives from Big Tech, brand operators, and industry experts, we will unravel the division of roles between AI and humans to reveal practical action plans.

[Key Takeaways]
1. Data & Systems
Actionable steps to transition from "human-centric catalogs" to "structured product knowledge" readable by AI.
2. Brand Experience
How to sustain brand experiences that continually foster brand preference and customer loyalty amid advancing AI-driven purchase support and automation.
3. Organization & Business Model
New marketing investment strategies and the establishment of a cross-functional Center of Excellence (CoE) aligned with "AI Agents".

• Moderator

  

  Takashi Yoshida

  Hakuhodo Inc.

  Director, Agentic Commerce Domain, Commerce Consulting Division

  

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  Takashi Okutani

  Super Normal Inc.

  CEO

  

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  Tatsuya Nagamori

  Shiseido Japan Co., Ltd.

  Digital & AI Transformation Strategy Dept., Vice President

  

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  Hiroko Tachinami

  Microsoft Japan Co., Ltd.

  Account Director, Microsoft Advertising