The future of retail isn’t just digital – It’s autonomous. As AI agents like ChatGPT evolve from assistants to decision-makers, we are entering an era where machines don’t just recommend products – they buy them.In this provocative session, Chris Bower from Dentsu will explore how AI is reshaping the consumer journey from search to purchase, and what it may mean for brands, platforms, and retailers. From predictive buying to autonomous carts, the rules of engagement are being rewritten. Join us to hear perspectives on designing AI-first shopping journeys, anticipating algorithm-driven behaviour, and preparing your brand and retail strategy for a world where your next customer might be an AI – and your next sale, machine-made. Discussion to cover:

How AI agents are transforming discovery, evaluation, and conversion
The rise of “delegated commerce” and what it means for brand loyalty
Designing for AI-first shopping journeys: metadata, context, and trust signals
The new role of platforms like ChatGPT in shaping retail ecosystems
How retailers can build for relevance in a world of algorithmic decision-making
Implications for product design, marketing, and customer experience

Ample time will be set aside for a Q&A with Dentsu during the session. This live Q&A won’t be recorded and will give participants the chance to ask their most pressing questions. Only Dentsu’s 35-minute presentation will be recorded and shared afterwards, along with the slides. Duration: 35 minutes presentation + 20 minutes Q&A. Presenter: Chris Bower, Managing Director, Business Transformation at Dentsu APAC The webinar is open exclusively for Marketing Finland members that are client-side marketers. Registering for the webinar requires creating a user account on WFA's website using your personal work email address. Please indicate your company's membership in the questions field when registering for the webinar. The webinar is held in English. A recording of the webinar will not be available for later viewing. Before registering, please check on the WFA website to ensure that the webinar schedule has not changed. Unfortunately, we do not receive real-time updates on any changes. Register for the webinar by clicking here.

27.11.2025 WFA: Spotlight: The new retail reality - when AI shops for us

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