Traditional customer journeys are no longer enough. AI is increasingly influencing how people discover products, compare options and make purchasing decisions. For brands, this creates a new challenge: how do you remain visible, relevant and valuable when part of the customer journey is mediated by AI?

Drawing on her transition from global marketing into Pon’s Datalab, AI Commerce Strategist Marjolein Jongbloed shares why bridging business and technology is essential in the Agentic Era. Technical teams can build powerful capabilities, but real business value is only created when these capabilities are translated into practical applications that solve customer and commercial challenges.

Using examples from Pon’s Datalab approach, Marjolein will explore how customer journeys are evolving from traditional brand-to-consumer interactions towards Human-to-Agent and, eventually, Agent-to-Agent commerce. She will share why AI Search is an important starting point for them, how brands with different levels of readiness can take practical steps, and what is already being tested and learned.

This session offers an honest, hands-on perspective on Agentic Commerce—without the hype—and explores what brands can do today to remain discoverable, recommendable and competitive as AI takes a more active role in the buying journey.