122: How to Think About AI as a Business Process Optimizer, Featuring Rob Smith, Global VP of Technology, OSF Digital
Release Date: 08/27/2025
134: Effortless Discovery: Why the AI Buying Experience Must Be Seamless and Trusted with Matt Gorniak, Threekit
Commerce Innovators
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...
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133: Composability, AI, and the "Digital Push-up" with Keith Messick, CMO at Vercel
Commerce Innovators
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...
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132: The Next Era of Shopping: Seamless, Contextual, and Agentic with Rishabh Jain of Fermat
Commerce Innovators
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...
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131: Agentic Commerce, Trust, and AI: Forter's Strategy for Fraud-Free Retail
Commerce Innovators
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...
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130: Beyond the Cart: Leveraging UGC and AI for Conversion in Ecommerce with Yoga Democracy
Commerce Innovators
Modern ecommerce success depends on more than simply getting customers to a checkout page. In this episode, we speak with Jeff Cannon, CEO of Yoga Democracy, about how brands can improve conversion by combining smarter technology, authentic content, and data-driven insights. Jeff discusses Yoga Democracy’s recent move to Agentforce Commerce, where the company launched a streamlined storefront and is now focused on refining the customer journey. By analyzing traffic from channels like TikTok and Facebook, the team can better understand where visitors originate and why some do not convert....
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129: Unifying Data to Personalize Customer Experiences at ScottsMiracle-Gro
Commerce Innovators
What does it take for a legacy brand to stay ahead in a world where customers are increasingly turning to AI for answers instead of traditional search? In this conversation, we sit down with Nick Ljubi, Director of Product for front-end applications at ScottsMiracle-Gro, to unpack how the company is rethinking its digital foundation to deliver more personalized, contextual customer experiences. Nick shares how Scotts is unifying its branded websites and consolidating B2B and B2C channels into a single, modern ecosystem built on Salesforce. Rather than chasing AI as a quick fix, Nick emphasizes...
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128: 60 Markets in 11 Months: Montblanc's Commerce Transformation Journey
Commerce Innovators
In this episode, we sit down with Marie-Theres Mangelsdorf and Nino Bergfeld to explore Montblanc’s ambitious commerce transformation — launching a new platform across 60 markets in just 11 months. We discuss how Montblanc balanced its rich heritage with the demands of modern digital commerce. Marie-Theres shares the strategic decisions that made the rapid rollout possible, including ruthless prioritization between “business critical” and “nice to have,” and aligning the entire organization around a clear why. We also dive into global consistency versus local adaptation, the...
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127: Forecasting 2025 Holiday Sales and Expert Strategies to Help Your Business, Featuring Caila Schwartz
Commerce Innovators
Join Caleb Bryant and Caila Schwartz as they delve into the latest holiday sales forecasts and trends. Discover how global economic shifts, interest rate changes, and consumer behavior are shaping the holiday shopping landscape. With insights into discount strategies and the growing role of AI in customer service, this episode is a must-listen for retailers aiming to capture the holiday market. Tune in to learn how to navigate the season with strategic foresight and maximize your holiday sales potential. Show Highlights: Discussion on Cyber Week 2025 discount strategies and regional...
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126: Mastering the Post-Purchase Experience with Zenkraft, a Bringg solution
Commerce Innovators
In this conversation, Caleb Bryant and Mike Getchis, Head of Strategy & Partnerships at Zenkraft, a Bringg solution, discuss the critical aspects of post-purchase experiences in e-commerce, focusing on logistics, customer communication, and the integration of AI and data. They explore the challenges brands face during peak seasons, the importance of self-service options for customers, and the role of partnerships in enhancing customer experiences. The discussion emphasizes the need for effective communication and data integration to drive customer loyalty and satisfaction. Show Highlights:...
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125: How Yoga Democracy went from Shopify to Salesforce Commerce in 6 Weeks
Commerce Innovators
In this episode of the Salesforce Commerce Innovators podcast, host Caleb Bryant speaks with Jeff Cannon, CEO of Yoga Democracy, and Aaron Hutten, co-founder of Ember Agency. They discuss the journey of Yoga Democracy, from its origins to its recent transition from Shopify to Salesforce Commerce Cloud in just six weeks, emphasizing the significance of accelerating time to value in a unified commerce platform. Show Highlights: Evolution of Yoga Democracy from niche hot yoga apparel to significant athleisure market player Challenges and solutions in hiring seamstresses in the U.S. and the...
info_outlineRob Smith, Global VP of Tech at OSF Digital, is with us to discuss the innovative concept of agentic commerce. This episode delves into how AI is reshaping customer experiences, highlighting OSF Digital's partnership with Salesforce to push boundaries in the retail space. From the bold move to overhaul their chatbot with an AI agent to the challenges and opportunities presented by AI in e-commerce, Rob offers insights into how platforms like Amazon and Shopify are adapting to these changes.
Learn about the critical role of business analysis and automation in leveraging AI effectively and explore success stories from brands like North Collective and Absa Bank, which demonstrate AI's potential to enhance customer interactions and generate revenue.
Show Highlights:
- The partnership between OSF and Salesforce
- Examination of emerging trends in e-commerce
- The importance of business analysis and process optimization for successful AI integration
- AI's potential to enhance commerce at every touchpoint, including customer service, product returns, and personalized consumer experiences
- The necessity for brands to quickly adapt to AI advancements to remain competitive in the fast-paced digital commerce landscape
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Supporting Resources:
Rob Smith: LinkedIn - https://www.linkedin.com/in/robdsmith/ | OSF Digital - https://www.linkedin.com/company/osf-digital/
Learn more about Agentforce for Commerce: https://www.salesforce.com/commerce/ai/
Join the Commerce Cloud Community Unofficial Slack: https://sforce.co/commercecrew
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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.