Edge Summit recap: The Shift from Transactional to Relational Ecommerce
On October 3rd, O2 Commerce participated in the Bloomreach Edge Summit held in New York, with Simon Robillard, VP and Laurent Veilleux, Pre-Sales Engineer, attending the event. The summit centered around AI, data-driven strategies, and the future of e-commerce, providing valuable insights into how the industry is evolving from simple transactions to meaningful customer relationships.
One of the key takeaways from the event was the shift in focus from transactional ecommerce to relational commerce. In the past, e-commerce was about building websites and integrating systems. Today, it’s about creating personalized, data-driven experiences.
“This shift requires developing data models that can power these personalized experiences. The goal is no longer just to complete a sale but to truly understand and help customers find what they need.” Laurent Veilleux
Consequential AI: Cutting Through the Noise
Bloomreach emphasized the importance of “consequential AI,” which refers to the percentage of AI tools that are genuinely impactful. While much of the AI conversation is noise, the tools that can augment rather than replace human capabilities hold real potential. AI should be seen as more than a simple “co-pilot”: a powerful tool that enhances customer service and operational efficiency. The industry needs to move beyond simply relying on AI to assist and instead focus on how these technologies can reshape the way businesses interact with their customers.
Agentic AI: The Future of Customer Service
An interesting concept presented at the summit was “agentic AI.” This involves training AI agents to handle specific tasks, such as managing service tickets or changing delivery addresses. While these tasks may seem simple, they represent significant opportunities for efficiency. Bloomreach showcased tools like Loomi and Clarity that help marketing teams quickly execute and launch campaigns. These tools won’t replace strategic thinking, but they can streamline the process and amplify results, making the complex simpler to manage.
Data Nourishment: Fueling Ecommerce Innovation
Data was another major theme at the event, with discussions centered around the idea of “data nourishment”—using data to fuel the development of more sustainable and efficient ecommerce strategies. The idea is that by nurturing data, businesses can create more meaningful and helpful customer interactions. However, a cautionary note was raised about the need to prioritize AI applications that deliver real business value. AI should be used to address key challenges and not just plugged into existing UX systems without careful thought.
Simplify to Amplify: The Future of Ecommerce Experiences
In the end, Bloomreach’s Edge Summit left participants with a clear message: the future of ecommerce lies in creating experiences, not just transactions. The combination of AI, data, and smart technology can unlock new levels of customer satisfaction and business growth. As Simon Robillard aptly stated, “In today’s e-commerce landscape, we must shift our focus from just making sales to fostering genuine connections with our customers. This is where the real value lies.” The challenge now is to “simplify to amplify.” It’s an exciting time for ecommerce, with new tools and strategies paving the way for more meaningful, efficient, and customer-centric solutions.
Written in collaboration with Laurent Veilleux, Pre-Sales Engineer
Laurent Veilleux is a pre-sales engineer at O2 Commerce. A proactive business professional with over 16 years of combined experience in management, e-commerce, marketing, sales, and executive roles, Laurent excels in e-commerce, digital product management and business development.
