AI is not only changing how retailers work. It is changing how customers discover, evaluate and buy.

As consumers increasingly use AI to search, compare, shortlist and eventually transact, retailers face a new competitive reality: the next battleground is not just winning the customer's click, but winning the AI recommendation before the customer ever arrives.

In this 20-minute keynote, Adobe explores the three battlegrounds that will define retail growth in the agentic era:

• Visibility: Can AI find and accurately understand your brand?

• Preference: Will AI recommend your products and experiences?

• Agility: Can your organization respond at machine speed?

The session will show why brand visibility, agentic commerce, content supply chain and agentic workflows are not separate trends, but connected parts of the next retail operating model. A customer speaker will bring the discussion to life with practical lessons on using data, content and customer experience foundations to drive relevance, loyalty and growth.