Commerce Innovators

Agentic Commerce Explained: How Salesforce is Revolutionizing the End-to-End E-commerce Experience
Featuring Ata Tahiroglu, Salesforce
Ata Tahiroglu breaks down the concept of agentic commerce and how Salesforce is transforming the full customer journey through AI-powered agents. He highlights the convergence of owned platforms, third-party ecosystems, and messaging channels to create seamless, personalized experiences that accelerate the path from intent to purchase. 
 
From Organic Search to Agentic Search: Changes in Consumer Behavior
Featuring Jon Jessup
Jon Jessup explores the shift from traditional search to agent-driven discovery. He discusses the growing importance of intent data, conversational commerce, and emerging technologies like RCS messaging in driving engagement and conversions. Listeners will learn how brands can adapt to a multi-channel, AI-powered landscape to stay competitive. 
 
Agents, Search, and Merch: The Future of Commerce
Featuring Lindsay Von Luma, Syntheium AI
Lindsay Von Luma dives into the intersection of AI, merchandising, and product discovery, highlighting how brands can bridge the gap between customer expectations and real experiences. She explains how Syntheium AI empowers merchandisers to take a more proactive role in shaping discovery, using advanced models and streamlined tools to improve efficiency and outcomes. 
 
Agentic Commerce, Gifting, and Generative AI at Dreamforce 2025
Featuring Kyle Montgomery, Generous
Kyle Montgomery shares the vision behind Generous, a consumer app leveraging AI to make gifting more thoughtful, personalized, and seamless. He discusses how agentic commerce protocols enable new business models that prioritize first-party data, human connection, and meaningful experiences.
Show Highlights:
Agentic commerce and AI agents transforming end-to-end shopping experiences

Shift from traditional search to agent-driven and conversational discovery

Importance of personalization through data, context, and customer behavior

Convergence of channels, including web, social, messaging, and third-party platforms

Role of AI in merchandising and improving product discovery efficiency

Emerging technologies like RCS and their impact on customer engagement

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Episode Credits
If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com. Let them know I sent you.

In this conversation at Dreamforce, Caleb sits down with Matt Gorniak, founder and CEO of Threekit. We explore how lightning-fast AI innovation is reshaping how consumers and businesses buy.
Matt shares how Threekit powers immersive, visual experiences that turn discovery into delight. From Louis Vuitton's interactive monogram customizer to B2B building materials where architects and homeowners configure windows, doors, and entire rooms with photorealistic previews, the focus is on emotional connection and effortless personalization.
A standout insight comes from Matt's own experiment: he used ChatGPT to research local codes, select permeable pavers, and get contractor validation, front-loading the entire decision process. The result? Buying decisions now accelerate from inspiration to purchase at unprecedented speed.
Caleb and Matt both emphasize that speed alone isn't enough — trust is non-negotiable. Brands must deliver transparent, reliable AI experiences grounded in decades of earned credibility. Listeners will learn how to make complex configuration invisible and joyful, why visualization wins loyalty across luxury and industrial verticals, and how to build agentic commerce that buyers actually trust.
Show Highlights:
Rapid AI innovation and Salesforce OpenAI partnership accelerating agentic commerce  
Threekit enabling immersive visualization and personalization for luxury and B2B  
Matt's personal AI-powered paver replacement process front-loading decisions with contractor validation  
Importance of trust and seamless invisible technology in the fast AI buying journey  
Buying decisions accelerating dramatically from inspiration to confirmation and purchase
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Supporting Resources:
Matt Gorniak, Threekit: [email protected] 

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Episode Credits
If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com. Let them know I sent you.

At Dreamforce in San Francisco, we sit down with Keith Messick, CMO at Vercel, to unpack how composability, AI, and what he calls the "digital push-up" are shaping the next phase of the internet and commerce.
A key theme of the conversation is the shift toward agentic commerce, where AI agents increasingly represent both consumers and brands. As these agents interact and transact with one another, businesses must rethink how digital experiences are built. Keith explains why composable architecture gives organizations the agility to innovate quickly and adapt to constantly evolving customer expectations.
We also discuss how tools powered by generative AI are democratizing development. With natural language interfaces and AI-assisted coding, creating applications and digital experiences is becoming accessible to far more people than ever before. At the same time, this rapid expansion introduces new considerations around security, trust, and the management of massive amounts of AI-generated code.
Show Highlights:
Composable and headless architecture enabling faster innovation in digital commerce
How Vercel helps developers ship faster with framework-defined infrastructure
Generative AI and natural language are making app and website creation more accessible
Security and trust challenges created by the explosion of AI-generated code
The growing importance of structured data and documentation for AI-driven discovery
Why speed, performance, and strong information architecture still matter for search and AI ranking
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Episode Credits
If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com. Let them know I sent you.

Recorded at Dreamforce, we explore the next era of shopping with Rishabh Jain of Fermat and how agentic commerce is reshaping the customer journey. We discuss the rapid rise of AI-powered discovery, where platforms like ChatGPT are becoming a primary entry point for consumers, and what that shift means for brands. 
The conversation dives into the need for rich, contextual, and shoppable content, along with delivering seamless experiences across channels. We also unpack the convergence of behavioral and identity data to drive personalization, and why trust and authenticity are critical. 
Show Highlights:
ChatGPT and LLMs emerging as primary shopping entry points
Shift from traditional SEO to rich, shoppable content
Seamless, context-aware experiences across channels
Convergence of behavioral and identity data for personalization
Agentic commerce across search, merchandising, and personal shopping
Trust and authenticity as competitive advantages in AI-driven commerce
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Episode Credits
If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com. Let them know we sent you.

Recorded live at Dreamforce, we have a conversation with Amy McNamara from Forter to unpack how agentic commerce and AI are transforming retail. As AI-powered agents begin transacting on behalf of consumers, the discussion centers on how this shift is redefining trust, fraud prevention, and customer experience.
Amy shares how traditional rules-based systems fall short in this new landscape, where transactions are no longer tied to a single device or channel. Instead, Forter focuses on the identity behind each interaction, using a global identity graph to determine trustworthiness regardless of where or how a transaction occurs. This approach helps retailers reduce friction for legitimate customers while staying ahead of evolving fraud tactics.
The conversation also explores the rise of new fraud vectors, including bot-driven abuse and account takeovers, alongside the growing need for visibility into agentic activity. Listeners will learn how leading brands can balance seamless experiences with strong security, and why trust is becoming the foundation of successful, AI-driven commerce.
Show Highlights:
Limitations of traditional rules based fraud prevention
Identity driven approach to trust across channels and touchpoints
Rise of new fraud vectors including bots and account takeovers
Importance of visibility into agentic activity on retail sites
Balancing seamless customer experiences with strong security
Follow and Review:
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Episode Credits
If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com. Let them know I sent you.