Build Unbreakable Loyalty with Agentic Retail | Retail Keynote, Dreamforce 2025

Senior vice president, sales, digital salesforce alison weinstein.

Hi everyone. Thank you so much for joining us today and welcome to Dreamforce. We are so excited to have you here at our retail keynote. We know this is a busy time for retailers and we appreciate you taking time to join us here in San Francisco. We're so excited to have you. We're going to keep the momentum from this morning's keynote going here at the retail keynote. Hopefully you enjoyed all the great customer stories and the announcements that you saw. And before we go any further, we've got to start with what we always start with. Our thank you. Thank you for being here with us. Thank you for joining us. We, we have so many great announcements that we're going to get into today. And if I think back to just 12 months ago at our last Dreamforce, things were different. We were talking about AI. We were contemplating what it could really mean to our enterprises. But the reality is here now the shift to AI native shopping has happened. And this holiday season, over half of product discovery is going to happen on an LLM. Over 21% of global sales will have agents or AI as part of that process, which is insane in just 12 months. The difference this morning in the keynote, we saw some great examples of retailers that have become agentiq enterprises, companies like Williams, Sonoma and Pandora that have integrated agents into so many aspects of what they're doing with work. And it's not just improving customer experience, it's delivering productivity and scale. You heard William Sonoma talk about the time, the time it's giving back to their employees and to their customers during this busy time of year. But not all retailers are able to get there. Some of us are still stuck using AI in just simple tasks and not really integrated. It's in silos, potentially it's in disconnected experiences. But the companies like Williams, Sonoma and Pandora, the difference and the way they've become agentic enterprises is because they've entrusted agents with data in a safe way. They've integrated retail workflow with agents and they've created consistent agentic experiences, which is exciting. Now the question becomes, what if your retail brand could thrive in this AI native world? Well, guess what? It can. It can. With AgentForce360, it's not just about the agent. It's really about building that trusted data foundation that informs all of your retail experiences. It's about being conversational and AI first meeting your customers where they are in the channels that they want to interact in. It means creating productivity, giving your employees time back and scaling retail workflows and it means being available 24, 7 and always on. I don't know about you, but I often wake up at 2am and do some of my best shopping then. And now with things like agentforce, it can be there for me to help me through the process and then hopefully tell me to go back to bed. And that's what we're here to talk to you about today. AgentForce drives real retail impact because we're not just here to talk about agents and AI. We're here to talk about how you can transform your businesses and impact both your top and bottom line. We're here to talk about how you can move faster, how you can improve time to value. I am so excited because we have some great speakers today. Joining me to share with you all of these incredible updates, two of my very good friends Celeste and Michelle are here. We are going to take you on a new customer journey today and we're so excited to do it. Michelle Collins, my dear friend.

Thank you so much.

Thank you, Alison. And thank you all for being here with us today. As Alison mentioned, shopping is becoming increasingly LLM focused. In fact, we know that 60% of searches are ending without a customer ever going to another site. And LLMs are streamlining the way that customers are browsing, doing product discovery, driving transactions. And this is a moment for retail. Retailers must own the parts of the journey that the LLMs can't replicate because shopping is becoming increasingly complex. Customers are distracted, they're moving across channels, they're fluid, they're in and out of their interactions with your brand. And so the key question is, how do you take that process and funnel it in with the power of agents across your retail enterprise where now you can simplify the complexity in that journey and you can move customers smoothly from awareness to conversion and then to retention and loyalty with your brand and keep them coming back time and time again. And that's where we're partnering with many of you to unlock your retail agentic enterprise where customers can move from awareness to conversion to retention and keep coming to your brand time and time again. But all of this requires a deeply unified platform and it requires a data foundation that powers your identic experiences at a new level. And the fact of the matter is that retailers have an abundance of data. You have a lot of data across your customer's life cycle, whether it's POS data, mobile data, social data, inventory data. All this data needs to come together in a new way to power and supercharge your agentic experiences and this is how we're talking about activating your data to get its full value out of your data. So now you can use that data to power the intelligence and the personalization across every touch point across that customer life cycle to keep them coming back to your brand time and time again. So we're going to break this down into three key concepts. The first is Data360. This is how you activate your data's full value where now you can harmonize your data with zero copy and activate that data that's trapped in backend systems, activate it into the user's experiences and deliver that truly unified view of your customer. Then once you have that activated, now you can action it across any channel, any touch point. You can activate that directly in the flow of work. And then lastly, that data foundation becomes the key to supercharging your agentic experiences. Because now all of that data is also being used to supercharge your agents. And then once you have that foundation in place, now you can move to two way interactions. Two way messaging. This could be a personal shopper on your website guiding your customer through discovery of different products. It could also be two way messaging with stylists that you have across your brand. And this extends all across the customer journey to again keep them coming back to interact with your brand time and time again. But it doesn't just stop there. It's not just for your customers, it's also for your employees where now you can unlock marketing productivity as well and you can deploy campaigns faster with agents. You can increase that personalization with real time data and grow the customer lifetime value across the complete value chain. And so we're going to bring this to life for you in a few demos. We're going to start with three key themes here. We're going to start with unifying and activating your retail data. Then we're going to show you how we drive two way agentic interactions. And lastly, unlock marketing productivity in our first demo. And I am thrilled to get to welcome to the stage my friends Maria Hoyt and Brian Wolfe. Over to you.

All right. Retailers today face a really big challenge. The need to bring together data across multiple touch points like marketing service and commerce requires retailers to think bigger. Let's look at some data here from BigQuery. Now this is just one of the many data silos that our retailers see today. What they need is not just rows and columns. They need a single unified view of our customer. Today we're going to talk about Lauren Bailey, who's going to be our Customer. We're going to talk about how Northern Trail Outfitters takes all of that information and creates that single unified view of our customer. It all starts with Data360. Now, Data360 is going to bring together all the different Data points from POS Snowflake BigQuery, and. And it's going to start stitching that story together. Suddenly, we can start answering that key question, who is Lauren Bailey? Now, with this full view of our customer, we're not just going to see her purchase history, but we're also going to see her lifetime value. We get to see her loyalty points, and we even get to see the next best action that we're willing to take here. So let's start with Lauren today. And she's shopping for an upcoming camping trip. She's scrolling through Instagram and. And what she's gonna see here is an ad from nto and it's personalized with promotions just for her. She can go ahead and click it here, but she gets distracted. So she's gonna go back later on her laptop. And once she gets to the website, she needs some additional support on what to do with her tent. So she goes ahead and she clicks here to start this chat conversation. And she's greeting with NTO's agent force trail Guide. Now she starts telling the agent what she needs. She needs help with that new tent. The agent's going to ask her some questions, like how many people will be in that tent? After she gives her answer, the agent's going to provide more context. Now, Lauren also wants something that's going to be easy to set up for her, so she's going to go ahead and ask for that specific recommendation. Even more, she wants something within a specific price range. Now, as Lauren has a short interaction with the agent, it's going to take all of that information and put together a curated selection of tents based off of that conversation. Now here we see Lauren is able to scroll through all of this, and she really likes that Homestead Superdome. Now, she can go ahead and click this information, and typically she would have to go outside of this page to take a look at that product information. She's going to be able to see all of this context directly within the chat right here. Now, this looks good. She's going to take a look at what that dome looks like. But she has one more question. Warranty. What is this warranty? She's gonna go ahead and ask the agent. The agent's gonna provide some helpful context here, and she's happy with that. So let's go ahead and choose a color. She's gonna choose also to have it for pickup in store and she can go ahead and add it to cart. If she wanted, she could do some more shopping or she can go ahead and check out directly here using Google Pay. Awesome. So what we just saw here is more than shopping online. It's conversational, it's intuitive and completely tailored to our customers.

But.

Our team from NTO is going to take this information with next. Now we want to go ahead and prompt AgentForce here to create a campaign for our most loyal customers. Specifically, we want one that's focused on email and SMS and we want one that focus on loyal customers. Now what we're seeing here is agentforce is drafting that campaign for us. It's using all of that information within Marketing Cloud Next and this looks really good. Now if we had some feedback, certainly we can give it to AgentForce and go back and forth. But this campaign here looks well. Now behind the scenes, what the agent's also doing is going to create a flow of different actions. Here we see an email, an sms. Looks perfect. So let's go ahead and confirm this campaign. Now that we've confirmed this campaign, let's take a look even further. Once we click on this campaign for our loyal customers, what we're going to see here is a flow of actions that the agent created for us. Now once we see this flow of action here, we can see we created an email, a trigger. But let's take it one step further. We want to go ahead and update our segment here. Now we're using the power of data 360 and we're going to go to the segment builder. But let's take it one step further. We want to use Agent Force here, right? So let's go ahead and use the Einstein segment creation. Now what we're seeing here is the power of data360. We're able to see our data space. We're able to see what we want to segment on. In this case here, we want to do it on a unified individual and we're going to go ahead and start prompting AgentForce here to move forward. Now, as AgentForce is going into the data360, what we can see here, it's using all of that information that we used earlier to prompt. So remember we gave it a prompt earlier with the campaign and it's taking all of that information. Also what's in Marketing Cloud Next and Data360 and it's creating that draft segment for us. What it's also going to do here though. It's going to give us some additional attributes. Now these attributes we can use specifically to make this target a little bit more broader or more targeted. Just like that, we're going to go ahead and create this segment. We've just seen we've drafted that campaign and now we've updated that segment. It looks good. We're going to go ahead and activate this. But let's get back to Lauren. Lauren now receives an SMS from that campaign and it has a reminder of that weekend sale as well as some recommended products based off of her most recent purchase. In particular, she's interested in the jacket and vest because she needs one for her camping trip. But with two ASMs she can start interacting directly with that agent. Now she wants specifically some recommendations on waterproof jackets and and the agent is able to respond but Lauren is busy so she asked the agent to please add everything to her wish list so she can review it when she goes to pick up her tent later in the store. And just like that, the agent is able to do that. What started as a simple marketing message has now become a two way interaction for Lauren. And now this is the power of bringing it all together. Data in Data360 intelligence coming from AgentForce and activation through marketing cloud creating that seamless, authentic experience for Lauren, whether she was chatting with us on the website or through sms. Now this is just the beginning. We're going to see Lauren's journey later on as she goes into our store and I'm going to hand it back over to you, Michelle.

Amazing job, Great job. Amazing job. Maria and Brian, thank you for that awesome demo. I am thrilled to have the opportunity to welcome to the stage our first customer. Welcome to the stage. Rajesh Shenmuda Sundaram. We are so thrilled to have you here from Brightling. Yes, thank you so much. All right, so for those of you who are not familiar with Breitling as a luxury retailer and I would love for Rajesh, you to share a few words about Breitling, your journey and as you've been going through a transformation as a company and a luxury retailer, thank you.

First of all, thanks for having me. Thanks for having everyone here. My name is Rajesh. Rajeshanmuga Sundaram. Don't try my last name. My boss who's trying for the last five years still haven't got it. So you can call me as Rajesh. That's the first thing. Just to start with Breitling, it's pretty simple. I mean we are one of the very few last independent Swiss watchmaker with 140 years of history. 140 years. We recently celebrated 140 years. So we built on strong heritage, history, innovation and everything. So in the recent five, six years we went through multiple transformation. I'm talking about more a brand transformation, business transformation than a technology transformation. There are like four of them. One Breitling used to be a more aviation based watchmaking company. We are not that anymore. We transformed that into a more casual luxury industry. As a brand today, owning a Breitling is not about just a status. It's about style and purpose. That's the first part of it. Second part of it, we simplified our collections to bring more clarity to the customers. That's the second transformation, what we did as a brand. And third, like every other brand, we pushed pretty heavy on D2C right to consumer because we strongly believe we should own our customer and customer segmentation, customer CRM and everything. Without that we are not a brand anymore. That's our third and fourth and the last. We invested pretty heavily on data and digital. Digital and data, just to be very clear. So we investigated, we invested in every digital touch points and then we also collected data from every single one. So that's like a four different transformation we did as a brand.

No big deal. Just four different transformations happening at the same time. I think a lot of retailers in the room can resonate with some of what you just shared. Right? Transforming the brand, evolving the customer experience, going more direct to consumer. Can you share a little bit about how you've evolved the customer experience along that journey and then how you use the data to personalize those experiences along the way?

Sure.

I mean moving to D2C doesn't mean that you just open a website, you just open a store and everyone comes in there. That's not a transformation. So we need to make sure that from a digital perspective we transform that end to end. So what we did as a first step, we focused more on the customer part of it. What does it really mean? We implemented simple CRM systems Salesforce and also all the service cloud and also marketing and service and everything. So we focused a lot on customers first. That's a fundamental to transform the brand D2C. So what it helps us to build a customer 360 what you guys shown before, I mean I did not use Agentforce yet, but it was more customer simple sales CRM. We had a customer 360 like 5, 6 years ago. So we are able to provide much personalized experience to Our online and offline customers. Okay, now coming back to data. So now with all the data, what we have it because now we have millions of data from offline channel, online channel, customer service, marketing, contact center, we got hell out of data. So what we do, we do AI to segment the data to provide a much better personalized experience across all our customers and prospects.

That's amazing. I mean I think you touched on this lightly but starting to use that data to ground the AI, transform the agentic experiences. Can you talk a little bit about the key use cases that you're using to drive AI and some of the journey that you've been through to pick the right use cases and then what you're most excited about delivering?

Sure. I mean before we answer that we as a brand, our brand is more emotional based, it's a more human connection. So we strongly believe AI is not going to replace us as a brand. We are going to probably coexist. Thus we strongly believe in it. So before you go to the use case, like every company, every brand, everyone does it. We have a lot of use cases identified in the complete value chain from production to distribution to D2C to sales to marketing and IT support center. But some of them are already live, some of them are still working on it. So of course everything. So two of them I'm really personally excited. One, we are working with Salesforce. We are actually co developing the Salesforce a concept called predictive websites. So what does it really do? It's not only about the agent, I mean based on the agents it actually transform the way the website works out. It dynamically builds a website based on what customers enter as assistant. There's something we are co developing Salesforce. Not yet live. Don't go and check in brightlink.com, it's not yet live. I want to be very clear on that. And then second thing is like we built a kind of a Brightlink GPT. So what we did, I mean I mentioned before we invested heavily on the data infrastructure which means that every single data, my products, my stock, my customer, my interactions, everything in one single place. So what we did, we enabled like a GPT kind of a function for our internal users. So now that empowers all of them to use the data driven decisions. Before it was more emotional driven decisions. So we're transforming the company more a data driven decisions. That's two I'm really personally excited about. There are a few use cases we can talk about, but a lot of them.

Yeah, well I think it's really important. You're talking about bringing AI and humans together and bringing that intelligence to them in the flow of work is really where you're seeing the initial use case.

That's our brand DNA. Right, because human emotions, I mean, buying a watch is a more emotional decision. It's not like just a decision on the floor. You take it, it's more emotional.

Exactly. Well, so you've, you're far along on this journey, right? You've, you're steps ahead. What advice would you give to people in the room as you think about some of the successes, some of the failures, some of the learnings that you've had along the way? And then maybe a follow on question. What are you excited about? Like what do you think about for the future and what gets you excited about where you can go with AI in this agentic future?

I mean, there are two challenges. It's nothing about the technology. Technology is very easy to solve. There's two challenges. Challenge number one is data. When I say data, I'm talking about having the right data, quality of data and data in one single place. I'm not here talking about any technology. I'm talking about please, please spend your time and money to consolidate the data before you even think about AI. If you don't have the atar, right, it's like having a Ferrari with an engine, you're not going to use it. So that's the first biggest problem or first biggest learning what we did. And the second is about people. Yes, people. People get their trust, get their buy in is not so easy. And how we did it, I mean, comes from the top, from the board all the way to the sales associates. That's how it works. And looking ahead, I mean the way I see it, rightly, we are going to evolve in the next 18 to 24 months. We're talking about agentic enterprise starting from production and all the way to the customer service and finance. So we are going to build of agents in every single area. We are going to provide this assistant to every single function across every single employee in Breitling. That's how I see it.

Wow, that's incredible. Thank you so much for sharing that, for your learnings, for all the greatness that you're doing to drive the agentic future for Breitling and for being here with all of us today. We really appreciate it.

Thanks for having me.

Thank you so much, Adriel. All right, and I get to welcome to the stage my friend Celeste Richardson, who's going to walk you through our next phase. Of the retail keynote. Celeste, thank you.

Wow, that was such an insightful conversation between Michelle and Rajesh. And I just, I know that many of you are going through this data transformation as well, so thank you for sharing all of that. And what I really loved about Maria and Brian's demo was how they showed us what that agentic enterprise actually looked like and they showed us all those views of Lauren Bailey, but then she still had this wonderful personalized, seamless journey. It's not easy to do, but it all comes together. However, that's not the end of our story here today because we all know that the stores are not dead. They are very much Alive. And although 60% of transactions are digitally influenced, 80% of transactions are still happening in stores. Customers have really high expectations and they view it as a destination. Especially when we look at our younger generations like Gen z. For every $1 that Gen Z spends online, they will spend three additional dollars in store. This is a critical generation for us to understand, especially as they build more and more purchasing power. How do we connect their journey? How do we make it more seamless? How do we reduce their friction? And customers today, man, they've done their homework. They're doing a ton of research on LLMs, as Michelle mentioned, but they're also just more informed. They're talking to their friends, they're on social media, and they have really high expectations when they come into store that the associate is going to be able to answer any question that they have and pick up wherever their research or their friend might have left off. They also want associates to be able to create a meaningful experience for them. But more than anything, they want to be known. They want that associate to understand their relationship with the brand, what their previous purchases might be, categories, affinities, what their loyalty status is. Unfortunately, many associates don't have this information at their fingertips. We often hear that it takes over 16 different systems to power a day in the life of the store. So as associates are having to move from one system to the next, naturally they're missing out on key opportunities to hyper personalize that experience for the customer or deliver omnichannel clientelling or customer service. Maybe they can't even process an order in another store where there's available inventory. Sometimes stores are still tracking things on pens and paper and binders that can't be measured. So what if an agent enterprise can empower every associate to be a trusted and consultative advisor while also making stores operate more smoothly and make them more profitable? This comes to life when we can get away from all of the disparate systems and move to one unified retail experience where we're connecting every online and digital experience for our shoppers and driving value for our customers and our associates. This really culminates in store when we bring together our order, inventory and loyalty information in a modern POS and our point of sale is driving higher conversion for our customers with clientelling and endless aisle. It's making stores operate more smoothly because there's one system for them to do omnichannel operations with. What I love the most about it is it's getting associates out onto the shop floor, out behind a cash wrap, really engaging with customers seamlessly processing orders no matter where in the store they are. And as we think about the next phase of the journey, a more vulnerable part of the journey. Customers are calling customer service because they're upset about something they're ordered, didn't come on time, something's not right. Most retailers still view this as a cost center, but it doesn't have to be. When we have an agentic enterprise, this can be a loyalty engine. We saw it this morning. We saw Williams, Sonoma and Pandora and how they are transforming their business. And having autonomous agents deliver self service. It's reducing the cost to serve while also improving customer satisfaction. When we also empower unified data to our human service agents, that allows them to be personalized and be more proactive with their customers, driving loyalty and lifetime value. While AgentForce, Self Service and service console are ga today available for you to use, AgentForce Voice is a new addition and you're going to get a sneak peek of that here in a few minutes. So how do we pull everything together? How do we connect our stores to our HQ to have one beating heart of our organization? This is where we can have an operating system that will streamline workflows, help teams collaborate, allow them to find information across multiple systems with enterprise search surface, proactive insights and analytics into their flow of work and unify all of their apps, their data and their agents into one single secure workspace for their customers. So now I know you are all eager to see this in action and I am too. So I want to introduce Kristin and Quinn to the stage to show us what this in store experience in action. We're going to see how Lauren Bailey moves from digital to the in store experience and with customer service and then into our operations. So thank you. Take it away.

Perfect.

Thank you, Celeste. That was amazing. Okay, so now we're going to see what a store associate might view while they're helping Laurent with her tent pickup today. And remember, this is the tent that she purchased via agentforce earlier. So what we're seeing here is Salesforce point of sale. And what it does is it allows you to bring together omnichannel orders, client telling, and your point of sale all together in one place, also with unified inventory. So Lauren is in the store today. She's in a huge hurry. She has a ton of other errands to run today. She's getting ready for this camping trip. And so normally a pickup might mean a bit of a wait because let's be honest, sometimes information about her lives in a lot of different systems we have siloed purchase data, but here it's a really seamless experience. So Lauren is in the store and Adam, who is the store associate helping her, notices that the tent is already listed in her orders. From her profile, it's all ready for her to pick up. All Lauren has to do is just sign on the iPad. But as they're doing the pickup, Lauren also has a question about her loyalty status. I don't know about you, but when I'm in a store and I am a part of a loyalty program, I am always asking questions about it. So traditionally, creating a single view of customers like Lauren can be really difficult because often information about her lives in systems outside of the point of sale. But here we can create a truly 360 degree view of her in one place, including information like her loyalty status, her points, her AI powered product recommendations and cross channel wish lists. So what Adam notices is that Lauren's actually very close to the next loyalty tier. So he can proactively bring this up and ask if she wants to add anything else to her cart today for her camping trip. She thinks this is a great idea because she loves to maximize loyalty points. But they're not exactly sure where to start. Adam brings up the fact that there's already a rain jacket that Agent Force has saved to her wish list. This is incredible. She knows she already needs this and it's generally within her price range. So she loves the jacket. But as they're checking out some sizes on the store floor, they realize that unfortunately it's out of stock in her size. But because Salesforce point of sale can unify all of your inventory in one place, Adam is very quickly able to see that it's available in the greater store network. He's also able to place an expedited order and ship it right to her home address because her address is already saved from her unified profile. All Lauren really has to do is review the details and she's good to go. Now, I want to pause here and just talk about why this is so helpful for our store associates. Having everything in one place just makes them feel so prepared and makes these interactions go so smoothly. And then also for customers like Lauren, she feels very known and recognized because we're already fast tracking her to a purchase that we know that she wants from her wish list. So fast forward a week and actually her camping trip plans have changed and that's going to be a huge problem because now the rain jacket is not going to arrive on time. So she's going to be getting into her car. She doesn't have time to open up her laptop, do a bunch of typing. She really doesn't want to call because she's with her friends. She doesn't want to get on the phone and call customer service. But she's going to go to the NTO app and she notices that there's actually a voice option for greater speed, which is amazing.

Welcome to Northern Trail Outfitters.

What can I do for you?

Yeah, I have to leave early for my camping trip now and I don't think my rain jacket order is going to arrive at my house on time. Can I just cancel my order?

I can help you with that. Could you please provide your order number so I can locate your order?

I don't have the order number, but I do have my email address. It's lbaileyalesforce.com.

The email address I got is L B A I L e y salesforce.com Is that correct?

Yep, that's it.

I have looked up your order and.

Found order number 367998 for an all seasons rain jacket. Instead of canceling, I can check if.

It'S available for immediate pickup at a nearby store.

Would you like me to do that?

Yeah, that's great. If it's on the way to my camping trip.

There is a store in Klamath Falls close to Crater Lake. Would that work for you?

Yeah, actually. That would be perfect.

Great. You can pick up your all seasons.

Rain jacket at the Klamath Falls store.

Have a fantastic camping trip.

Thank you. Wow. Okay. What we just saw here was Agent Force saving a purchase that would have been a canceled order. And all of this is transcribed for future use, which is amazing. But in this interaction here specifically, what we saw is that AgentForce had already earlier collected her trip details and used that to figure out the right place for her to pick up the jacket in store. In addition to that, it also Used some guardrails to make sure that before just letting a customer cancel an order and lose the sale, we offer them an alternative like picking it up in the store. What's really great about this for customers is that they can interact with brands like NTO on the device and channel of their choice without even typing. So the change in Lauren's plans means that our store associates in the Klamath Fall store are going to need to react very quickly. So they have Slack at their fingertips. And AgentForce has already sent a notification to the store associate channel to get them ready for her pickup. So within this, there's an agent in Slack that also is summarizing Lauren's profile and giving them all the context they need for the pickup. And this is all powered by Data360. So as a store associate, I'm seeing what is the item that she's picking up today, and then also other details like her updated loyalty status and then also other product recommendations that might be great for her. Okay. Wow. We've done a lot with Lauren Bailey today. We've collected a ton of information. Let's take a look at her updated profile within the CRM. So this looks a little bit different than what we saw in the beginning. We've updated her lifetime value with real time data around her purchases. We've added a trip record for her Crater Lake hiking trip. We've also added activities to her activity timeline like the rain jacket pickup and also the tent purchase in the store. And the best part about all of this is is that feedback loop can continue because we can use all of this real time data in future personalization out to Lauren. So today what we showed is how every interaction, whether it's in the store, in app, or online, can be really connected and personalized through with a unified customer profile driving the whole thing. And with that, I'm gonna hand it back to Celeste.

Kristen and Quinn. You guys knocked it out of the park. I think Lauren had the most amazing shopping trip ever. All right. With that, I have the honor of introducing our next speaker. And as he makes his way to the stage, just. For over 40 years, David Yurman has really been an institution fusing art and innovation to really define the category of American modern luxury. And we are just thrilled to welcome Christian Fortucci, the chief technology officer of David Yurman. Thank you so much for joining us. We're happy to have you.

Thank you.

Well, Christian, um, it's great to have you here today.

Thank you.

So with a brand known for heritage and craftsmanship, how are you really thinking about creating these personalized digital experiences in the same way that a customer would experience a personalized experience in your boutiques?

Sure. Our brand heritage has been so much defined by craftsmanship and personal connection. And we see digital as a extension to that philosophy. And while we know that technology is powering this, we want that technology to feel invisible and really creating these experiences that are thoughtful, curated and creating that same personal connection that we get with the stores. And in order to do all this, as Raj was mentioning, we need good data. So we use the data on the background. We also use strong storytelling, images, videos to create this personal optimization for our customers that is really about anticipating their needs and creating richer stories for them and then ultimately creating this moment of discovery for them that is is uniquely tailored towards them. And then of course, we also want to have this human element across the board there. And in order to do that, we felt like we needed to implement AgentForce as our web chat to ensure that we now have a conversational bot that is really providing the same warmth and precision that you would be getting at our stores. So ultimately this just becomes a technologies and a new enabler for that emotional luxury where you have precision under the scenes, you have personalization on the surface, and then you really then create this wonderful experience for the user.

Yeah, I love how you're blending sort of the art and science and having the humans continue to be in the loop. And congratulations on launching your Agent Force chat experience. And you know, you've moved away from sort of a menu based to that human conversational aspect. As customers can come to your site for customer service. How have customers responded to that?

They're responding really positively. So if you look at the key metrics that you would be expecting for success, we are seeing that we're seeing higher engagement with the chatbot, we are seeing higher ticket deflection. So we're seeing less tickets that are going over to our human agents. And then the one that we are the most proud of is that we're seeing a higher customer satisfaction. So really positive results that we're seeing across the board here.

That's great. As you were building this with your team and your partners, what were some of the guiding principles that you guys had to not just make this feel like another tool, but something that was truly a trusted advisors that that customers would want to engage with?

Yeah, I think the first guiding principle that we had here was that we need to have this human element and we need to have it very conversational. We knew that we couldn't have a hybrid approach that would then have a trusted advisor. So I couldn't have part of the chatbot that is legacy tree based and then falling into certain areas that are going to be done with agent force. So we knew that, okay, we can't put our toe in the water for this. We need the full experience and that is how we're going to gain the trust. And then secondary from there. We said, okay, we need great data. And that's the common theme here that you're hearing with everyone is you need great data underneath to power all this. And then lastly is we need to train the bot to ensure that it's communicating in the brand voice and so that every interaction feels very authentic. In a representation of David Yurman.

I know that you're really focused on evolution and how shoppers are engaging with brands in new and different ways. And as we heard earlier, search is changing rapidly for customers. It's no longer keyword. It's really about discovery and intent. I would love to hear just your perspective on where this is going and how does a luxury brand sort of transform in that way for customers as they're searching differently?

Yeah, search is definitely one of the big game changers out there. So if you look at the old way of searching, searching of like menu driven and filters. So I'm going to go women's bracelets, gold, under $10,000. People no longer want to search that way. Instead they would rather have it very conversational and coming in and say, next month I'm going to a beach wedding. I'm wearing a sun, a sleeveless sundress. I'm looking for a chunky gold bracelet that is under $5,000. And the bot will go ahead and curate that experience and then further, you can then further refine it saying, you know what, I want something a little bit more daintier and show me some mixed metal options. And let's go to 7,500 now. And so that will come through and then you can keep on interacting and interacting and then this is really falling into really then the conversational commerce. And then how do you complete that transaction? So then saying, okay, this is the piece of jewelry that I want. Go ahead, add it to my cart and use my credit card on file and go ahead and complete the purchase.

Yeah, it requires a lot of trust. And you know, for a brand like David Yurman that customers have gone to for decades and decades, it's seems like a great opportunity. So as we kind of look around at all the innovation that's happening within AI, what's exciting to you? And I'm not asking you to give away the secret roadmap or anything, but just what are some of the key themes that really are you excited and talking about with your team?

Yeah, I think personalization is always going to be that holy grail. Luxury retailers are always going to want to provide that curated, tailored experience for their brand loyalists. But I think however, you really need to start thinking about this agentic world. And so you're mentioning here earlier in this keynote about there are now these browsers that are really starting to take over and instead of an individual coming to your website, they're going to be opening up this browser browser and they're going to be doing these searches and they're going to transact there. So you need to make sure that one, you have an agent on your side that can communicate with this browser agent to complete the transaction for you without them ever going to your site. But I think even more importantly, you really need to start thinking about this generative search optimization GSO and making sure that the labs are aware of you. You're being responded to at the top of the list. And then with that you need to control the narrative. You need to ensure that the images that are coming across the links that are coming across the romance copy, the storytelling, this is all from the brand voice and it's all coming from in this example by David Yurman and not allowing the LLM to make some guesses and associations there. So really important for organizations to just focus on what is our generous search optimization plan, what is our agentic plan? Because that is going to be how many, so many people shop. You're always going to have your brand loyalists that are going to go to your website and want to see all of your products. But otherwise I think the large majority will go through this browser and you can see a world in the future where maybe there's no UI to your website. Right?

Future of shopping is going to get real wild, real soon. Well, Christian, thank you so much for sharing your insights.

Congratulations.

Congratulations again on all the Success and your AgentForce launch. We are so pleased to have you today. So thank you.

Thank you. Pleasure.

Well, I know we're all sad because the keynote is almost coming to an end, but we heard some really, really great things today. I think that we all know that it all comes down to unified data, right? Unified data is what is going to power these next generation of agentic experiences. Agents can't do anything if they can't act on accurate and relevant data. And as we move through the entire life cycle of that customer journey, we have to be able to activate intelligence across every single part of it. You saw that across the entire journey, how that customer 360, all of that data was powering every single one of those experiences on the back end, bringing those journeys together. When you're building these agents, whether it's customer facing or it's internal, an agentic enterprise is self learning and it's customer obsessed. So when we bring all that unified data together, it's going to power strong results like what we heard from David Yurman team here today. So we hope that you continue on your learning journey with us this week. Week at Dreamforce, we have some amazing sessions lined up. This isn't even half of them, but you'll get to hear a little bit more from the David Yurman team tomorrow. We have holiday predictions and then all of the main keynotes between marketing, commerce and service happening in the next couple of days. We hope to see you all there. Thank you so much for spending the last hour with us. Thank you. Rajesh and Christian, Allison, Michelle, Maria and Kristen. And our demo drivers, Brian and Quinn, you guys did such an outstanding job. Thank you.